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- 2. #LocWorld41 Presentation highlights • Introduction • Zooming out — Globalization The Macro view • Jargonese • Zooming in — WELD: Whole enterprise Localization Design • Where are you standing? • Localization’s Anatomy — WELD • Localization types and mediums: Continuous, Agile, voice, device, longevity, priority • Localization Tools — CAT, TMS, Terminology © The Word in Bits, 2019
- 3. #LocWorld41 Who am I? © The Word in Bits, 2019
- 4. #LocWorld41 Terminology (Jargon) Globalization (Product and business strategy decisions) Adaptation of product for the sensibilities and needs of a new market. This includes localization and internationalization Internationalization (Code and development decisions) Engineering of a product to enable efficient adaptation of that product to local requirements. This includes separation of code from content and revision of code to integrate programmatic solutions for internationalization. Localization (Language/Culture/market decisions) Localization is the process of adapting a (software) product and accompanying materials to suit a target-market locale. This includes translation. © The Word in Bits, 2019
- 5. #LocWorld41 Why Localize? Which image will sell more e-book readers in Africa or Latin America? © The Word in Bits, 2019
- 6. #LocWorld41 Localization: adapt product for new locales It is a small part of a larger whole. Globalization is.. . product culturation supported and sustained by internationalized code and localized content. I18n L10n Product culturation What you need to be aware of in localization © The Word in Bits, 2019
- 7. #LocWorld41 Localization 10,000 feet view © The Word in Bits, 2019 Production Content and Metadata MetricsTools Back Office
- 8. #LocWorld41 Production: Translation and localization ops. The PM, engineering, and translation work to extract, transform, translate, transcreate, and ingest localized content, and images used for globalized products and services. Continuous improvement calls for tweaking cost time and quality. Decisions about levels of localization, human or machines, tools, and processes fall to those tasked with localization. Ops Cost Time Scope Production Concerns © The Word in Bits, 2019
- 9. #LocWorld41 Production: The Players The PM, engineering, and translation work to extract, transform, translate, transcreate, and ingest localized content, and images used for globalized products and services. Ops Loc PM Engineer Linguists MLV/SLV Roles and responsibilities © The Word in Bits, 2019
- 10. #LocWorld41 The handoffs and handbacks • Multiple TMS and CMS systems • APIs • SDK integrations • Spreadsheets • Resource Files © The Word in Bits, 2019
- 11. #LocWorld41 Localization: flow of data and information © The Word in Bits, 2019 Files sent directly or added to a TMS or CATCMS source DB Code App TMS/ CAT TMS/ CAT Loc. Eng. creates files Loc. Eng. preps files or helps with MT. Loc PMs manage work across teams to manage work Client-Side Vendor-side Linguists translate or Post-Edit Linguists translate or Post-Edit
- 12. #LocWorld41 Localization Production: the Main Players Localization PM: Vendor and Client Localization Engineer: There will be client and vendor loc engineers. Linguist: Vendor and possibly client Linguists may translate, review, edit, or post-edit translations. MLV: Multi-language vendor. Think of this as your main contact for all the individuals and smaller firms that do your linguistic work. SLV: Single language vendors work specifically from and to a single language. MT Provider: If you have an MT provider they will customize NMT or SMT for you. QA Team: QA team will test for linguistic/functional issues in your localized software. © The Word in Bits, 2019
- 13. #LocWorld41 Localization Project Mgmt: Necessary Skills The localization project manager manages all the details and troubleshoots project and sometimes program level work. They work closely with the localization engineer to make sure the content is localized for the appropriate markets. • Project management skills • Linguistic skills • Negotiation skills • Financial management skills © The Word in Bits, 2019
- 14. #LocWorld41 Localization Engineer: Necessary Skills Localization engineers are the scripting and coding counterparts of the localization project managers. They are responsible for reducing manual effort and ensuring that programmatic means are incorporated to reduce cost, time, and errors. • Data Munging • API integrations • Automating processes • Python Skills, Java or Javascript © The Word in Bits, 2019
- 15. #LocWorld41 Content Specific Issues © The Word in Bits, 2019 Multimedia • Video • Subtitles • Dubbing • Voiceover • Images/ Embedded text • Animations Data Intensive • Machine translation • Aritificial Intelligence • Voice UI Special Regulations or Requirements • Privacy • Transcreation • Games • Medical • Legal Content issues are characterized by the unique content requirements and the volume of content needed to produce viable systemic solutions.
- 16. #LocWorld41 Time-Specific Issues Poor planning and design I18n not planned, functionality not scoped for multiple locales, assumption that translation is the only localization activity. Linguistic Development Process Translation time, File Prep time, development dependencies, product Artificial launch timelines Reduction in scope, abandoning localization altogether or sending out half-localized products © The Word in Bits, 2019
- 17. #LocWorld41 Scale Specific Issues Volume • Time • Budget • Quality • Process • Product © The Word in Bits, 2019 Locales • Budget • Timeline • Resources • Maintenance • Data stores Content Lifecycle • Tool Integration • Team interactions • Authoritative source • Source/Target issues • Creation Approval Deprecation
- 18. #LocWorld41 How do you measure Loc Quality? • Quality is what the customer says it is. • SAEJ2450, LISA, MQM, DQF Requires Human Review • MT: Proximity to human equivalent (Levenshtein, Bleu, Meteor,etc) © The Word in Bits, 2019
- 19. #LocWorld41 Linguistic Quality and how to scale it • Automate objective quality • Put vendors, tools, and metrics in place for subjective quality • Scale subjective reviews • Design machine translation post- editing (MTPE) efforts for vendor and tools • Automated MT quality reviews Quality Objective Subjective Human quality at scale MTPE MT and MTPE Quality at scale
- 20. #LocWorld41 Human Translation © The Word in Bits, 2019 Human Translation Freelancer In-house Vendor
- 21. #LocWorld41 Machine Translation © The Word in Bits, 2019 Machine Translation Rule-Based Statistical Neural
- 22. #LocWorld41 History of MT • One of the earliest goals for computers in the 1950’s • Rule-based ruled the 80’s and 90’s • 2000-2015 SMT reined, with a variety of strategies • 2015-Present: Neural Machine Translation (NMT) • 2018-Present: Unsupervised m © The Word in Bits, 2019
- 23. #LocWorld41 Rules-Based Machine Translation • First- production-ready MT systems • Semantic based. Designed for each individual locale • Highly complex and labor-intensive to create but results were great. • Required Linguists, CS teams, a lot of effort © The Word in Bits, 2019
- 24. #LocWorld41 Statistical Machine Translation • Brute-Force: Massive Bilingual corpora necessary • Large Data companies began scraping the web for bilingual data to create corpora. • Google, MS, others created translation tooling to capture data from translators • SMT was notoriously inaccurate at first, but with time and discipline specific training it became essential to the Localization industry. • SMT engines were trained with a source and target in mind. Language arcs were not designed to be bilingual © The Word in Bits, 2019
- 25. #LocWorld41 Neural Machine Translation • Sometimes called deep-learning. These engines depend on recursive neural networks. • NMT requires less sentences, but it still requires a bilingual corpora. This is problematic for long-tail languages that lack the corpora. • Latest unsupervised engines can use monolingual data and show promise, but it is still early. © The Word in Bits, 2019
- 26. #LocWorld41 Post-edited machine translation In-house Vendor Freelancer SMT vs. NMT © The Word in Bits, 2019
- 27. #LocWorld41 Where are you standing? What matters to you will decide which of the areas in the next slide areas you own, measure, depend on or ignore. LPMs: Micro-level: production, operations, testing, regression, project costs Globalization/Localization leads Macro level: Everything but data unless there is a fire C-Level: Metrics for growth, sales, conversion, MAU etc., ROI in relation to international growth. Localization is a part of this, but not the whole. © The Word in Bits, 2019
- 28. #LocWorld41 Localization in the Enterprise © The Word in Bits, 2019 Production Content and Metadata MetricsTools Back Office
- 29. #LocWorld41 Localization’s Anatomy WELD in Detail or what does your organization do? © The Word in Bits, 2019
- 30. #LocWorld41 Production: Translation and localization ops. The PM, engineering, and translation work to extract, transform, translate, transcreate, and ingest localized content, and images used for globalized products and services. Continuous improvement calls for tweaking cost time and quality. Decisions about levels of localization, human or machines, tools, and processes fall to those tasked with localization. Ops Cost Time Scope Production Concerns © The Word in Bits, 2019
- 31. #LocWorld41 Production: The Players The PM, engineering, and translation work to extract, transform, translate, transcreate, and ingest localized content, and images used for globalized products and services. Ops Loc PM Engineer Translators MLV/SLV Roles and responsibilities © The Word in Bits, 2019
- 32. #LocWorld41 Back Office Concerns Easing the pain of internal customers Back office Payment processes, fund reallocation, IP holdings, worker classification, tax, legal, finance, and other elements. Back Office Finance Legal Tax © The Word in Bits, 2019
- 33. #LocWorld41 Back Office: The Players Easing the pain of internal customers Back office Payment processes, fund reallocation, IP holdings, worker classification, tax, legal, finance, and other elements. Back Office Finance teams Lawyers Tax Lawyers © The Word in Bits, 2019
- 34. #LocWorld41 Tools / Technologies Concerns Scaling and systematizing localization Tools 1. The tools used for loc production. 2. 2. The tools that disseminate, transform and ingest the source and localized content. Tools Loc Content Lifecycle Development Tech: API MTs AI TMS CAT © The Word in Bits, 2019
- 35. #LocWorld41 Tools / Technologies Players Scaling and systematizing localization Teams 1. Content Lifecycle 2. Multilingual 3. Content dependent Tools Loc Teams Content Teams Dev Teams © The Word in Bits, 2019
- 36. #LocWorld41 Content and Metadata Concerns: Creation Content and Metadata What is done with it: Ingestion, security, deployment, and transformation Description: Metadata helps to identify content and usage so that the tools know how to use or process it. Data Content, Data types Data management Data use Communication and format © The Word in Bits, 2019
- 37. #LocWorld41 Content and Metadata Players: Creation Data and Metadata • What is done with gathered data: Analytics, Machine Learning, Predictive analysis, AI, Product design • What is done with created data: Lifecycle manager Data KM teams Support teams Product, Marketing, Sales teams Who own and parse the data? © The Word in Bits, 2019
- 38. #LocWorld41 Content and Metadata Concerns: Capture Content and Metadata What is done with it: Ingestion, analysis, transformation,product features, Machine learning, AI Description: Captured data is stored, mined, leveraged, and re-deployed Data Capture Data management Data use Communication and format © The Word in Bits, 2019
- 39. #LocWorld41 Content and Metadata Players: Capture Data and Metadata • What is done with gathered data: Analytics, Machine Learning, Predictive analysis, AI, Product design • What is done with created data: Lifecycle manager Data Data Analysts ML teams SEO/ Product teams What is done with the data? © The Word in Bits, 2019
- 40. #LocWorld41 Metrics concerns Proving your worth Metrics Each level of your business will measure something different it is important to know what they are measuring as the data will be useful for you to contextualize and create valuations for your work. Metrics Operational Divisional C-Level © The Word in Bits, 2019
- 41. #LocWorld41 Metrics Players Proving your worth Metrics Each level of your business will measure something different so it is important to know what they are measuring. The data will be useful for you to contextualize and create value for your work. Metrics Development Data Analytics SEO © The Word in Bits, 2019
- 42. #LocWorld41 Globalization efforts broaden the scope If your organization is making a concerted push globally they may organize many other teams to work on components that interact with localization. Product: What does the product look like in each locale? I18n: Can the code handle localized content and regional needs? UX: Is the user experience transferable to other locales? CX: Is the customer experience adapted to locale-specific expectations? International Analytics: Are there analytics by country or region to glean insights? ROI: Is there a clear return on investment case for localization or specific locales? Corporate structure: Does the corporate structure delineate ownership of localized features? © The Word in Bits, 2019
- 43. #LocWorld41 Enterprise design for localization What does your organization look like? © The Word in Bits, 2019
- 44. #LocWorld41 The Enterprise parts: Client-Side The Wall: Disconnect between localization and rest of company. Localization often seen as the last step and long-pole in international product development. The Silo: Business units build their own infrastructures for localization and rarely leverage a centralized set of tools, vendors or processes The Hub: Localization is a centralized or platform function shared across the company. © The Word in Bits, 2019
- 45. #LocWorld41 The Wall The wall is common in localization. Every division sends the content over the wall to localization and wait for the finished content to return. Product Dev Content Loc © The Word in Bits, 2019
- 46. #LocWorld41 The Silo Many large enterprises silo their work and this creates many loc processes. Biz 2Biz 1 Biz 3 Loc Prod Dev Content Prod DevContent Prod DevContent Loc Loc © The Word in Bits, 2019
- 47. #LocWorld41 The Silo and the Wall Many large enterprises have silos and walls.Loc teams work separately in horizontal orgs. Biz 2Biz 1 Biz 3 Loc Prod DevContent Prod DevContent Prod Dev Content Loc Loc © The Word in Bits, 2019
- 48. #LocWorld41 The Hub Many large enterprises make loc a hub. And these loc teams are conversant in the company products. Biz 3 Biz 5 Biz 2 Loc Biz 1 Biz 4 © The Word in Bits, 2019
- 49. #LocWorld41 The Hub and Wall Many large enterprises make loc a hub. But they throw work over the wall to loc teams not conversant in products. Biz 3 Biz 5 Biz 2 Loc Biz 1 Biz 4 © The Word in Bits, 2019
- 50. #LocWorld41 The Hub and Silo Some enterprises have central tools, but individual loc teams interact with an enterprise localization team. Product Dev Content Product Dev Content Product Dev Content Enterprise localization Tools © The Word in Bits, 2019
- 51. #LocWorld41 The Hub and Silo and Wall Some localization teams have content thrown over the wall and work with enterprise loc teams to manage the content with little to no context. Product Dev Content Loc Enterprise localization Tools Product Dev ContentProduct Dev Content © The Word in Bits, 2019
- 52. #LocWorld41 Supply Parts: Vendor-Side MLV: Multi-language vendor. A Vendor of vendors SLV: Single-language vendor. Provides a single language to several MLVs. Translators: In-House or Freelance • In-house translators usually know the product and services better. And there are less issues with access to systems. • Freelancers may be cheaper, but they are not usually dedicated solely to a single company so they need more context. © The Word in Bits, 2019
- 53. #LocWorld41 MLV • Multiple language vendor engages with large clients for millions of words and multi-million dollar contracts. • Amalgamators of capacity and large-scale problem solvers. • Can staff and bring team in-house for short term spikes and long-term needs. © The Word in Bits, 2019
- 54. #LocWorld41 SLV • Specialists in a single language or multiple languages and dialects in a given region. • Supply MLVs and occasionally enterprise clients for specific languages or regions • Smaller volumes but they are closer to the linguists © The Word in Bits, 2019
- 55. #LocWorld41 The MLV in the Silo and the Wall Many large enterprises have silos and walls. Loc teams work separately in horizontal orgs and they pass to MLVs who pass to SLVs who pass to linguists. © The Word in Bits, 2019 Biz 2Biz 1 Biz 3 Loc Prod DevContent Prod DevContent Prod DevContent Loc Loc
- 56. #LocWorld41 Mojibake Mojibake occurs when character encoding is incorrect. Buttons have the correct text because they are images, but rendered text is scrambled because the character encoding does not match the page settings. © The Word in Bits, 2019
- 57. #LocWorld41 Hard-Coded Strings Hard-coded strings are strings that have been stored in the code rather than abstracted into a separate file that gets pulled in at runtime. © The Word in Bits, 2019
- 58. #LocWorld41 Pseudo-Localization: Example I18n prep Start and end markers: All strings are encapsulated in [ ]. If a developer doesn’t see these characters they know the string has been clipped by an inflexible UI element. Transformation of ASCII characters to extended character equivalents: Stresses the UI from a vertical line height perspective, tests font and encoding support, and weeds out strings that haven’t been externalized correctly (they will not have the Pseudo Localization applied to them). Padding text: Simulates translation induced expansion. In our case we add “one two three four”…etc after each string, simulating 40% expansion. Note that we don’t apply expansion to areas of the UI where text length has already been limited by other systems prior to display on the UI, doing so would cause false positives ( e.g. synopsis text, titles, etc ). © The Word in Bits, 2019 https://medium.com/netflix-techblog/pseudo-localization-netflix-12fff76fbcbe
- 59. #LocWorld41 What does a globalized product look like? © The Word in Bits, 2019 Code Culturation LanguageUX UI
Editor's Notes
- Goals: Localization, internationalization, globalization, translation, regionalization, marketization… Many, many “…ation” terms… During the next sessions we will make sense of them for you Learning and discussing examples
- A Globalization Consultant who helps companies assess their current infrastructure and processes and helps to create a strategy, plan, trainings, and analytics for globalization across their whole organization. Former community college English Teacher of research, and literature Former Platform Localization Program Manager who helped design infrastructure for Amazon
- The goal is to adapt or what I call “culturate” products and services to a locale and region. If I’m selling to you, I speak your language. If I’m buying, dann müssen Sie Deutsch sprechen! (Willy Brandt: Former German Chancellor)
- Culturation:
- WELD: Whole Enterprise Localization Design
- Standard Project Management concerns of the “triple constraints”. Scope: Quality, regulations, Type of translation, regional and discipline concerns.
- However content is passed back and forth there are ample opportunities for issues with the process and resulting content. Make sure to map out the process and consider the initial content deliveries. It is best to end-to-end trials of the process, tools, and systems to ensure everything works and the expected results are met before ramping up production.
- Localization PM: Vendor and Client will each have a PM and they are the point on getting projects completed on-time and on-budget Localization Engineer: There will be client and vendor loc engineers. Their job is to ensure the content for translation is round-tripped effectively to all the places the content needs to go. Linguist: Linguists may translate, review, edit, or post-edit translations. They are highly skilled in 2 or more languages and usually do their work into their native language. MLV: Multi-language vendor. Think of this as your main contact for all the individuals and smaller firms that do your linguistic work. SLV: Single language vendors work specifically from and to a single language. MT Provider: If you have an MT provider they will customize NMT or SMT for you. QA Team: QA team will test for linguistic/functional issues in your localized software.
- Project management skills
- Requirements: Longevity, quality, speed, cost, etc. Multimedia: Special Care and extra time/cost is required to produced polished usable content. Data Intensive: Require bilingual or monolingual data for training languages and behaviors. Special regulations or requirements: Marketing, games, and specific industries require
- Time-specific issues are Poor Planning and design: Leads to redevelopment, missed functional Process: Constant churn, product redesign, and redevelopment extends localization process. Most can be avoided by including localization teams early. Artificial launch timelines: Abandoning or reducing scope of localization. Often happens when a company makes assumptions about global product launches, or adds new locales after initial planning.
- Volume not planned: This affects the time and cost required for localization. It affects the overall quality of content produced to meet the deadlines and it will compromise the process and the product. Locales not planned: Besides the effect on the timeline and budget more locales will strain internal resources, and cause issues with storage and data stores. Content lifecycle not planned: If the content lifecycle is not addressed the authoring, and localization processes and the interactions between these teams will be affected. Also it will not be clear which locale is the true source locale and what customizations are required per locale. And of course this affects the creation, approval, amendment, and deprecation processes.
- Human and MT quality processes differ, but the goal of quality analysis is the same
- Ling Quality Objective Issue: No automated tools to perform translation checks Data for analysis: Anecdotal and metrics (cost, time, rework rates) to describe the opportunity and posit a solution. Solution: hire vendors with tools and use the data to argue for internal tooling to do standard checks. What I owned: I documented and vetted all options with stakeholders and proposed the best solution. I created contracts for initial offerings and user stories for development of internal tools. Ling Quality Subjective Issue: The focus of each team and discernment of quality differed. Data for analysis: Vendor reporting for each of our main stakeholders and what their focus was. Costs of the reviews per team. Error rates and quality considerations Solution: Integrated MQM into every vendor contract, each team could get the quality they needed for the cost, time, and quality of their business. We had that data compiled in a data lake and eventually built cross-team reporting with redshift and quicksight. What I owned: I gathered the vendor data, the customer data, and the rubrics. I analyzed the data, made the argument for one standard and integrated the MQM standard into every vendor contract Human quality at Scale: Issue: costs of review quickly ran up as high as actual translation costs. Even a review of 1%-5% at a massive scale turned into millions of dollars. Data for analysis: Cost and quality data, % of review, major error classifications. Solution: Vendors, better quality tooling to capture stakeholder reviews, LSP reviews, and customer feedback. Lowered costs by automating more checks, and ensuring that we had editors to ensure quality control was an ongoing function. Renegotiated contracts for scale and added more vendors to increase competition What I owned: Contracts, tooling user stories, gathering data MT Quality post-editing: Issue: Varying levels of MTPE offered, new users were unclear what they would get from the process and there was no standard across vendors or MT systems in use to measure quality. Data for analysis: Data for MQM, LISA, DQF were gathered and Sample tests were done with all 3 methods and internal clients and vendors evaluated and ranked their viability Solution: MQM adopted across all vendors performing MTPE. What I owned: documenting methods, aligning samples, managing test process, vetting with stakeholders, and integrating MQM into vendor contracts. Scaling the MT quality Process Issue: standard scoring BLEU and METEOR scores were not a good indicator of MT quality. Data for analysis: MT research team evaluated all MT quality with a vendor and used the same dataset to run BLEU, METEOR, and TER tests. The best correlation was TER. Solution: Translation error rate was used and required of all vendors. What I owned: Contracts with quality evaluation vendor teams. PM management of the vendor review process. TMS, Xbench, Verifika examples to automate Create vendor pool for quality reviews and clearly delineate costs and delays for the costs. Decentralized localization teams with mostly manual processes Multiple formats for measuring quality Each team needed to adapt the quality to their needs. How long did it take to solve? How did I do it? What was my contribution?
- Each translation type presents a new set of problems and opportunities.
- Rule-Based: First form of commercial MT. Limited by need for linguistic specialists, and the specificities of each language to scale. Statistical: Originally limited by storage and data. Leads to uniform errors, and the rise of large software companies dominating MT. Google, Microsoft NMT: Limited by compute power. Shift to GPUs and cloud compute resources made NMT viable in the last decade.
- 1954Georgetown-IBM Experiment translation 60+ sentences from Russian to English 1964 ALPAC report of 1964 (7 scientists) quashed govt funding and research for over a decade. The report said it was more costly, less accurate, and more time-consuming than human translation Rule-based-Systran Statistical MT (brute force) NMT: Deep-learning, recursive neural networks, but still requires a large data set of bilingual corporat Unsupervised NMT: Monolingual Corpora. Still early but the results are promising.
- In-house: Product knowledgeable, but larger cost for volume Vendor: Unlimited resources, but longer ramp time, and less product knowledge. Freelancer: Lower cost per word, but higher management overhead SMT : SMT can be better specific for domains, but they require a lot more data. NMT: Lower data requirement, higher fluency, but also prone to nonsensical data. See Shakespeare study.
- Perspective is all a matter of where you are standing.
- WELD: Whole Enterprise Localization Design
- CAT: Computer-assisted translation: Linguist UI TMS: Translation management system: PM / Engineer tooling AI: Training data MT: Training data, evaluation, improvement processes Development: Language, localizability
- Loc: TMS Content lifecycle: TMS, Quality Technologies: MT, AI, ML, automation of PM, etc.
- Data Types: Systems in use and how the data will be used Management: The EU General Data Protection Regulation (GDPR) Use: Tools/ systems: e.g. Uis/UX, KM systems, authoritative stores, APIs for access
- Raw data is useful in many ways to these players
- The EU General Data Protection Regulation (GDPR)
- Raw data is useful in many ways to these players
- The C-level management will consider the cost/benefit of the localized content for international growth. The tax and finance teams will want to understand the allocation for revenue and costs. And the product team will want to measure engagement, abandonment, and necessary changes to the product when it is deployed internationally.
- The C-level management will consider the cost/benefit of the localized content for international growth. The tax and finance teams will want to understand the allocation for revenue and costs. And the product team will want to measure engagement, abandonment, and necessary changes to the product when it is deployed internationally.
- As you get more involved in the process there are a lot of other people involved to scale your work and have a larger impact on the organization and international expansion.
- If you stay in localization and work at a few different institutions you will start to see design patterns for the organization and the interaction of localization teams with other parts of the company and with the interaction between localization teams.
- Repetitive structures and head count. Focus across groups differs One group takes precedence
- Globalization Intro