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Dynamic Quality Revisited - Lena Marg (Welocalize)

TAUS Quality Evaluation Summit - 28 May 2015, Dublin

Over the past year we have been discovering that concepts once deemed “future of the translation industry” have become our day-to-day reality: translated content quality requirements have evolved, following the need to cover a wider range of translation scenarios, publish through multiple channels, do it faster and retire the content almost instantly. So what is king: "common sense" or "style guides"? Have we entered the age of "new creativity"? What does it mean to be a translator out in the field these days? We'll be discussing our findings around developing and deploying a viable "publish fast, forget fast" solution for various flavors of dynamic content, ranging from the ultimate "transcreation-level perfect" to "just actionable". The aspects we found to be of utmost importance are a very specific translator's skillset, a flexible, yet controlled evaluation environment, and, finally, the learning curve among the consumers of the translation.

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Dynamic Quality Revisited - Lena Marg (Welocalize)

  1. 1. Presented at TAUS QE Summit Dublin, May 2015
  2. 2. Topic 3: Ephemeral Translations Dynamic Quality Revisited: Stakeholders, Challenges, Best Practices Olga Beregovaya Lena Marg
  3. 3. An extra terrestrial’s breakthrough.
  4. 4. Ephemeral but Here to Stay ONCE : “future of the translation industry” NOW: our day-to-day reality • Wide range of translation scenarios • Evolving quality requirements – from “transcreation –perfect” to “just actionable” • Multiple delivery channels • Retiring the content almost instantly “Common sense" or “Style Guides” or both? The age of "new creativity"? When do we post-edit? What does the workforce look like?
  5. 5. Story 1: Lightest PE Possible Details • Use MT but the content needs to be curated by a human to remove the most prominent MT errors • Delivering online content is the client‘s business • Service, travel and hospitality domain - broad • User-generated content, huge volumes  Translation objective: post-edit raw MT enough to remove the most obvious MT errors and increase fluency Key Challenges  Defining post-editing requirements  Achieving the highest productivity possible by avoiding over-editing  Making the content appear “human“ at minimal cost
  6. 6. Story 2: Real-time Content Delivery Details • Cheap realtime translation • > 30 languages, including rare language pairs • Technical domain • Professionally authored content  Translation objective: gisting quality MT; identify main areas of traffic for future investment; obtain in-domain data to fine tune systems Key Challenges  Range of languages and sparsity of training data for many of the languages  Post-editing for MT engine fine-tuning – training data volume requirements  Measuring the content impact and success  Engaging community?
  7. 7. Story 3: PE for Machine Consumption Details • Gisting quality raw MT + post-editing of MT for SMT corpus building • All main language groups • Extremely wide range of consumer goods • User-generated; cryptic / abbreviated; elements of SEO  Translation objective: post-editing to build good quality in-domain corpus for improving SMT corpus > improve raw MT output Key Challenges  Identifying the right translation resources – professional or just internet- savvy  Define post-editing requirements – style guide or common sense, or both?  Achieving the desired productivity gains
  8. 8. Story 4: Raw or Light PE for Sales Enablement? Details • Gist translation of bid-related documentation • Into-English translation direction • Big volume legal/business documentation • Well-authored but contains complex “legalese“ clauses  Translation objective: provide gist translation of critical legal documentation to win a bid Key Challenges  Selecting the best translation process / resources
  9. 9. Story 5: Actionable MT Output Details • Real-time communication support • English  Germanic and Romance translation directions • Content authored by field users and support personnel  Translation objective: provide cross-language real time support to European distributors Key Challenges  Achieving the balance between Adequacy and Fluency when introducing training data  Delivering usable and actionable instructions  Overcoming SMT shortcomings when handling negative/positive statements  Educating „the casual evaluator“ and getting their acceptance
  10. 10. Findings TRANSLATION WORKFLOW Technical setup often very simple, but tailored to the request Initial request may be for raw MT, PE requirement becomes necessary later TRANSLATION SUPPLY CHAIN Need for flat hierarchies, direct interaction, not suitable for all structures / professional translation providers Selection through motivation for unconventional translation methods Shift focus to content and purpose, away from ‘consistency with legacy translations, style guides & unvalidated glossaries‘ type setups QUALITY EVALUATION Less needed to PASS / FAIL a final translation, but crucial for aligning expectations, defining MT engine retraining needs, establishing PE requirements
  11. 11. Breakout Session Workflows / technology Aligning expectations: methods, timing (room for learning curve?) Translation resources: motivation, payment, recruitment …
  12. 12. Thank You!