Christine reads bio and then hands off to Keith from here on…
Thanks, Christine. I’m really excited to talk to you today about Big Data and Big Language. Before we jump in though, I’d like to quickly introduce SDL for anyone in the audience who may not be familiar with our company…
Implementing a Language Platform is the only solution on the market that provides an integrated technology platform to effectively manage multilingual content to enhance the global customer experience. Combining services and technology for maximum efficiency and accuracyBuilding a plan to fill in the missing componentsStart by adding MT to the mixWhere MT works best / is most effective
Three V’s of Big Data – volume, variety, velocity“In 2003, a total of five exabytes of data existed. Now we generate that every two days.” - Google’s Think Quarterly, Q3 2011Big Data means massive volumes of information. IBM reports that over 2.7 zetabytes of data exist in the digital universe today. With over 571 new websites being created per minute per day, IDC estimates that by 2020, business transactions on the Internet will reach 450 billion per day.
Big Data creates the same three V’s for global communicationsThe volume of content you have expontentialized by the number of languages Combined with the web has created unprecedented translation volume needs – more than human translators can possibly keep up withVariety – the number of content types you have to translateVelocity, how often that content changes – which is often in the digital era.
And Big Data is exploding and accelerating at an unprecedented rate. Over 2.5 quintillion bytes of data exist today, most on the web – and 90% of that was generated in the last two years alone.
64 percent of those executives also said language barriers have negatively affected their ability to expand internationally.
Let’s talk about how these Big Language global communication challenges can affect five key areas of your business. I’ll explore each of these one by one and then show a success story for each that demonstrate how you can transform Big Language problems into tangible business opportunities.
By combining machine translation with post editing, you could conservatively increase your translation productivity to 125,000 words per week, allowing your team to take on new projects and double the amount of content you translate with the same size team
By using MT, you can translate email and web support, live chat and knowledge base content in real or near time to solve these Big Language problems to create a fast, affordable, and scalable global customer service and support strategy that is integrated into your existing call center and CRM systems and processes.
Case in point: Dell.
Global management consulting firm Hay Group’s studies have shown that high levels of employee engagement can boost revenue growth by up to two and a half times. Study results also indicate that engaged employees are 50 percent more productive. Additionally, employees who are both highly engaged and enabled are 50 per cent more likely to outperform expectationsImpact on revenueOrganizations in the top quartile on engagement demonstrate revenue growth 2.5 times that of those in the bottom quartile. But companies in the top quartile on both engagement and enablement achieve revenue growth 4.5 times greater. To quantify this, consider an industry with average revenue growth of eight per cent. A typical company with $5 billion in revenues would see revenues increase by $400 million. A company with top-quartile levels of employee engagement could expect an increase of $1 billion. And a company in the top quartile on both engagement and enablement could anticipate an increase of $1.8 billion.http://www.haygroup.com/ww/challenges/index.aspx?id=98http://www.haygroup.com/downloads/ww/misc/insight_external_brochure_singles.pdf
How much budget are you responsible for with translation, and how does that compare to the percentage of total translation requirements across the enterprise2. Who has adopted an MT strategy as part of their 2013 objectivesSo we reverse the questions, for example: studies have shown that although 78% or more of translation budgets can be idenfitied, that only accounts for 3% of total language volume across the enterpriseMT is not just for post-editing, it is used for call center deflection (up to 40%), revenue growth through instant messaging integrations, IP protection from data that is leaking out of the enterprise firewalls (google, etc)we need to make this a compelling imperativeleave folks with "things to think about" and they should engage us for an "MT Maturity Assessment“HOW TO GET STARTED:“Treat MT as you would other strategic applications, asking the following: What is the business case for MT in my translation process?How well does the vendor’s MT integrate with and leverage the assets provided by my existing translation infrastructure? Am I convinced that this vendor will be able to support, deliver, and improve on my MT over time? Once you’ve made the decision, employ a “land and expand” strategy to MT that allows you to incrementally deploy and realize improvements. “
1. Why Big Data Is aBig Language™ Problemfor Global Businesses
2. Meet Keith Laska, CEO, SDL Language TechnologiesAs CEO, Keith Laska leads the effort to eliminatebarriers to global communication and enhancecustomer experience management for SDL customersthrough the flexible, scalable and API-driven SDLLanguage Platform.Keith started his career with SDL in North America, andsubsequently spent seven years on an internationalassignment as an executive in SDLs headquarters,building up global strategy and operations for SDLLanguage Technologies in Europe and Asia.Prior to SDL, Keith worked in various sales, projectmanagement and engineering roles and also instructedFrench and Italian at Phillips Exeter Academy in Exeter,New Hampshire.Keith LaskaCEO, SDL Language Technologies
3. About SDL
4. SDL Recognized Leader in Driving Customer Experiencethrough Global Information Management4• Publicly traded company with $400m annualrevenues• Over 2,700 employees in 70 offices across38 countries• World-leading innovative technology• Award-winning and profitable company, withlong-term financial stability• 1,500+ enterprise customers and partners• SDL is celebrating its 21th anniversary in 2013
5. 42 of the 50 Top Global Brands*Source: Interbrand, 20115
6. SDL believes everyone should be able to engage with the information theyrequire in the way they want.The SDL Language Technologies mission is to eliminate barriers to globalcommunication. We enable this through the SDL Language Platform.The SDL Vision6
7. The SDL Language PlatformThe SDL Language Platform delivers everything needed to effectively enable a trueGlobal Customer Experience and deliver on Big Language Challenges… both automated & human translation services7
8. Big Data and Big Language™
9. What Is Big Data?Big DataComplexityVolumeDATA SIZE9
10. What Is Big Language?Big LanguageComplexityVolumeCONTENTLanguages10
11. Let’s Put That in Perspective…11There are 7 billion people in the world –2 billion of which are on the Internet.There are more than 6,000 recordedlanguages.Only 20% of Internet users speak and readEnglish as their first language.2.5 quintillion bytes of data exist today, moston the web – 90% of that was generatedin the last two years alone.Source: IBM
12. Why Big Language™ Problems Are Bad for Business12LostCustomers• 53% of onlinebuyers aremore likely tobuy whencontent is intheir nativelanguage.Missed Deals• 49% ofexecutivessay that alanguagebarrier hasstood in theway of amajorinternationalbusiness deal.CompetitiveDisadvantage• 64% ofexecutivessay languagebarriers aremaking itdifficult to gaincompetitivefoothold ininternationalmarkets.Source: Economist Intellgence Unit Source: Economist Intelligence UnitSource: Common Sense Advisory
13. Top 5 Big Language™ Problems for Global Businesses12345Translation Capacity and Turnaround TimeGlobal Customer Service and SupportOnline User Activity and Multilingual EngagementInternational Employee CollaborationOnline Security and Intellectual Property Protection13
14. • Team of 5 translators• 2,500 words per day each• 62,500 words per week• Team of 5 translators• 5,000 words per day each• 125,000 words per week14Human Translation Capacity Post-Editing Translation Capacity1 Translation Capacity and Turnaround TimeBig Language™ Challenges• Insufficient translation capacity and international reach• Need more localized content creation with existing budget• Require faster translation turnaround with same headcount
15. Big Language™ Success Story: Best WesternWorld’s largest hotelchain with over 4,000properties in 100countries & territoriesworldwideBest Western’sindependently ownedhotels serve over5 million internationalcustomers annuallyBest Western handlesover 4 million words ofcontent in 7 languagesProfileWeb content required for4,000 hotels in 7languagesReduce the estimatedtime-to-market forlocalized web contentfrom 18+ monthsReduce the cost oftranslationContinuous updates tosites: promotionalevents and variedconsumer offeringsEnable customers to findout about internationalproperties in their nativelanguageBusiness ChallengeTranslated 4,000 hotelwebsites into 7 languagesReduced time to marketto 8 months with post-editing combined use ofhuman and machinetranslation$2m in savings in thefirst yearAbility to test promos atlow cost, with all sitessyncing across 7languagesConsistent brand andcustomer experienceand increased revenueopportunitiesResults
16. 162 Global Customer Service and SupportBig Language™ Challenges• Inadequate real-time, multilingual online customer communications• Cannot service all global markets in their native languagesMTEmail and web supportLive chatKnowledge baseFast, affordable, andscalable globalcustomer serviceand support strategyReal-timeNear-time
17. Big Language™ Success Story: DellDell connects withmore than 5.4 millioncustomers every dayDell.com reachescustomers in 166countries and 34languages globally43,000 Services teammembers in 90countries, 60 technicalsupport centers and 7global commandcentersProfileDells Global SupportServices organizationfor KnowledgeManagement was usinghuman translation totranslate knowledgebase articles formultilingual customersupportNeeded more contentin more languages withshorter turnaroundtimesBusiness Situation7 languages alreadydeployed, with 2 moreunder developmentTranslating morecontent for customersannually 2009: 9.1M words (HT) 2010: 22.6M words(HT & MT) 1H 2011: 31.2M words(HT & MT)SDL BeGlobalmachine translationreduced Delltranslation efforts by30%Results
18. 183 Online User Activity and Multilingual EngagementBig Language™ Challenges• Need to open new revenue streams globally• UGC too real-time and high-volume for human translationMachine Translation Real-Time MultilingualWeb PresenceExpanded Global Revenue StreamsInternational SEOReal-Time Customer Experience ManagementUser-Generated Content
19. Industry-leading, travelcommunity webpropertyTraffic: 60 millionunique monthly visitorsWebsites: 30 countries,13 languagesMore than 75 millionreviews and opinionsBig Language™ Success Story: TripAdvisorProfileDesire to expand reachof English user-reviewsto European marketUnable to afford cost orturnaround timerequired for humantranslationRequire high-speed,cost-effective andaccurate translationsfor unstructured digitalcontentNeeded a solution thatcould handlecontinuous volumes ofmillions of user-generated articles andreviewsBusiness SituationLaunched with 1language in 2008, nowusing 13Decreased bouncerate from 70% to 25-45% depending onlanguage andgeographyIncreased dwell timesIncreased page viewsIncreased nativelanguage contributionsImprovedinternational organicsearch rankingsResults
20. MT-Enabled Employee CommunicationsEmailDocumentsIntranetKnowledge BasesWikis204 International Employee CollaborationBig Language™ Challenges• Stifled innovation, knowledge sharing and collaborationdue to international language barriersEmployeeEngagementEmployeeProductivityand InnovationCustomerSatisfaction$
21. Global 500 ConsumerElectronics CompanyOperations in morethan 180 countriesOver 160,000employees worldwide36% in Japan26% in Asia25% in Europe13% in AmericasBig Language™ Success StoryProfileNeed for faster accessto information internallyHigh volume ofmultilingual dialog withemployees, customersand partnersSub-optimal corporatecommunications acrosslocations, languagesand divisions, includingweb.Employees left to theirown device to meet ad-hoc translation needs -mostly using unsecureonline solutionsBusiness SituationSolution: Secureemployee MT solutionintegrated in MS Officesuite using BeGlobalfor MS OfficeInitial reaction stronglypositiveLow cost, instantdeployment by ITdepartment of newcorporate solutionHigh user adoptionand satisfaction foreasy of use Faster access tointernal multilingualcontent andknowledge sharingResults
22. 225 Online Security and Intellectual Property ProtectionBig Language™ Challenges• Employees doing one-off translations via free, public MT tools• Rogue, unapproved, nontransparent translation projectsUnsecure, Public Cloud MT Secure Enterprise Cloud MTIP Data Mining
23. Fortune 500 GlobalHigh Tech CompanyOperations in morethan 35 countries with90,000 customerworldwideOver 35,000employees worldwide:15K in Americas14K in Asia2,200 in Japan3,200 in Europe18 regional websites inover 20 languagesBig Language™ Success StoryProfileVisibility of less than5% of total translationvolume of company byLocalization Dept.Employee usage ofunsecure free webtranslation solution wasputting company IP atrisk: 220K requests perweek and 1.6 GB ofdataAlready using SDL MTfor translationproductivity -- looking toexpand applicationsBusiness SituationSolution: Secureemployee MT webportal solution withsingle sign on(BeGlobal Translator)Shut down IP dataleak risk linked to rogueuse of unsecure freeweb solution –minimized multiplemillion $ exposure Enabled visibility andcontrol over totalcompany translationvolume (>80%)Improved internal cross-lingual communicationsResults
24. Assessing Your MT Readiness
25. Key Takeaways:• Big Data and Big Language are real and here to stay• MT will become ubiquitous / be used everywhere• Thought leaders are creative about MT adoption• The MT quality argument is passé– Massive R&D investments in MT products in last five years– Various content types require various approaches to market– MT can now be “self-trained” and deployed in many use casesHow to Get Started with MT:– Customers are not waiting – Make “MT” an essential research strategy for 2013– Assess your MT Maturity Level – Contact SDL for an MT Maturity Assessment– Play your part in the Big Data Revolution – Become a “Big Language” Champion– Employ a “land and expand” strategy – prove use cases one at a timeBig Language™ Takeaways
26. Download our free whitepaper:Top 5 Big Language™Business Problems Solved byMachine Translation.Watch the webinar: Why BigData is a Big LanguageProblem for Global Businesses.To learn more:
27. Want help assessing your MT readiness?Contact us for a free consultation firstname.lastname@example.org.