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Smack Talk, Big Data,and LocalizationLiesl LearyMarch 2013
Vote by Clapping: Stuff Gamers Like
CLAPPINGThe Big Dataof the AncientWorld
Online conversations = unstructured data (a lot of it)
Meaningful insights=*which markets should we localize into?*what kind of slang do players use?*what do gamers want?*what w...
Examples of online conversationsPage 6EmotionalRationalBehaviouralCustomer Relevance Scores: I think….“Blizzard is too com...
03006009001200150018000102030405060Q12011 Q22011 Q32011 Q42011 Q12012Total…Key Campaign MilestonesGermany03006009001200150...
03006009001200150018000102030405060Q12011 Q22011 Q32011 Q42011 Q12012Total…Product Commitment in 4 CountriesGermany0300600...
From Data to Meaning9Big Data•QUANTIFIES sentiment through the CustomerCommitment Framework•Generates more than 50K words ...
Your Presenter10Liesl Leary, SDL Global Solutionslleary@sdl.comTwitter: lieslramaLinkedin: www.linkedin.com/in/lieslleary
Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brandnames, trademarks, service marks, images and ...
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Smack Talk, Big Data, and Localization

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Presentation delivered at GDC 2013 regarding the analysis of online conversations among gamers to gain meaninful insight.

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Smack Talk, Big Data, and Localization

  1. 1. Smack Talk, Big Data,and LocalizationLiesl LearyMarch 2013
  2. 2. Vote by Clapping: Stuff Gamers Like
  3. 3. CLAPPINGThe Big Dataof the AncientWorld
  4. 4. Online conversations = unstructured data (a lot of it)
  5. 5. Meaningful insights=*which markets should we localize into?*what kind of slang do players use?*what do gamers want?*what will gamers pay for?*what kind of gamers do I have?*how can we get more registrations?
  6. 6. Examples of online conversationsPage 6EmotionalRationalBehaviouralCustomer Relevance Scores: I think….“Blizzard is too complicated in they way they talk to me”“Cityville doesn’t use my language”“I need to get more rewards by adding more friends to thisgame”“I should share my prize with other friends”“I’m not trying hard enough”“It’s hard to understand the rules of this game”“I am wasting time by playing this game.”Brand Commitment Scores: I feel….“Envious for not having achieved more in this game”“Bored waiting to progress in this game”“Stressed, isolated and frustrated”“At the mercy of luck & have no control over my score”“Inadequately trained to play”“That the sequel is not living up to promises”“That more friends would make this more enjoyable ”Product Commitment Score: I do….“Spend my money to purchase this game”“Spend my time doing mundane repetitive tasks rather thandoing what I’m paid to do”“Everything myself”“Ignore a lot of what I’m sent”“…not believe a lot of what X says”“…not make the most of the tools available to me”“…not invest time in my development”
  7. 7. 03006009001200150018000102030405060Q12011 Q22011 Q32011 Q42011 Q12012Total…Key Campaign MilestonesGermany03006009001200150018000102030405060Q12011 Q22011 Q32011 Q42011 Q12012Total…Italy03006009001200150018000102030405060Q12011 Q22011 Q32011 Q42011 Q12012Total…France0200400600800100012001400010203040506070Q12011 Q22011 Q32011 Q42011 Q12012Total…SpainS’up?
  8. 8. 03006009001200150018000102030405060Q12011 Q22011 Q32011 Q42011 Q12012Total…Product Commitment in 4 CountriesGermany03006009001200150018000102030405060Q12011 Q22011 Q32011 Q42011 Q12012Total…Italy03006009001200150018000102030405060Q12011 Q22011 Q32011 Q42011 Q12012Total…France0200400600800100012001400010203040506070Q12011 Q22011 Q32011 Q42011 Q12012Total…Spain
  9. 9. From Data to Meaning9Big Data•QUANTIFIES sentiment through the CustomerCommitment Framework•Generates more than 50K words per project/perlanguageMT•Typical time constraint is 2.5 weeksfor translation for any volume ofwords. MT achieves this goalLinguists• QUALIFIES thedata formeaning• Professionallytranslates whatis important
  10. 10. Your Presenter10Liesl Leary, SDL Global Solutionslleary@sdl.comTwitter: lieslramaLinkedin: www.linkedin.com/in/lieslleary
  11. 11. Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brandnames, trademarks, service marks, images and logos are the property of their respective owners.This presentation and its content are SDL confidential unless otherwise specified, and may not becopied, used or distributed except as authorised by SDL.

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