6. When faced with the choice of buying two similar
products, I am more likely to purchase the one that
has product information in my own language.
75% agree or strongly agree
Source: Common Sense Advisory
7. Uber
Top 5 OTAs
Airbnb
Top 3 Car Rental Cos.
Top 5 Hotel Chains
Top 5 Airlines
Top 3 Cruise Lines
Top 5 DMOs 5
6
12
14
17
27
29
46
12. Where do we have hotels? Where do we fly?
Where do emerging travelers live?
How much disposable income do they have?
What are our competitors doing?
Should we spend $250,000 to add a language?
13. Not all channels are created equal
Not all pages/screens are created equal
Largely precludes A/B testing
Surrenders the long tail to disruptive competitors
Should we spend $25,000 to test a language?
14. Conventional Wisdom Data-Driven Approach
All or nothing Support languages opportunistically
Translation + editing + proofreading Vary workflow as appropriate
15. Whatever device you’re on or wherever you are,
we’re making flying a breeze. Visit Qantas on your
smartphone or download the Qantas app on your
tablet, your iPhone or Android phone. Book flights
and hotels, check in^ and get useful travel information
on your smartphone or tablet.
It costs $94 to translate 47 words into 10 languages…
17. Whatever device you’re on or wherever you are,
we’re making flying a breeze. Visit Qantas on your
smartphone or download the Qantas app on your
tablet, your iPhone or Android phone. Book flights
and hotels, check in^ and get useful travel information
on your smartphone or tablet. Also compatible with
Apple Watch.
…and another $38 to translate 5 added words!
19. Translated 65,000 strings (500,000 words)
Convinced that translation quality was “bad”
In-region marketers proofread every string
At a cost of $25,000…
20. 95.6% not changed at all
1.5% changed by less than 5%
Only 1.8% changed by at least 15%
…that’s $9 per change!
21. Visual context available
Linguist rating
Edit distance
Translation re-use
Time spent
String length
Spellcheck
Grammar checkPlaceholder use
Project type
Target locale
Inline markup use
Glossary adherence
75+ data points
22. Conventional Wisdom Data-Driven Approach
All or nothing Support languages opportunistically
Translation + editing + proofreading Vary workflow as appropriate
Translation is a cost center Translation is often a net positive
26. Conventional Wisdom Data-Driven Approach
All or nothing Support languages opportunistically
Translation + editing + proofreading Vary workflow as appropriate
Translation is a cost center Translation is often a net positive