taus mt showcase, the true value of mt to global business, udi hershkovich, safaba, 12 june 2013
TRANSCRIPT
TAUS MACHINE TRANSLATION SHOWCASE
The True Value of MT to Global Business 10:00 – 10:20 Wednesday, 12 June 2013 Udi Hershkovich Safaba
Safaba Proprietary and Confidential © 2013
June 12 | 2013
The True Value of MT to Global Business
Safaba Proprietary and Confidential © 2013
Quick Introduction
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> Enterprise point of view > Content focus > Making MT relevant
Customer Experience Touch Point
One Enterprise Challenge
MT Value Proposition
MT Challenge
Making MT Relevant
Associated Content / Channel
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The Challenges
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Awareness & Discovery
The Enterprise Challenge > Building up a sustainable
brand presence in global markets
The MT Value Proposition > Increasing availability and
visibility of content (volume)
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Global content development governance
• Avoid hard-to-learn language • Assure branding-consistency • Align content with language models
Advanced adaptation to changing content
• Rapid incremental adaptions to changes
• Sensitive to changes
> Content alignment
The MT Challenge
Making MT Relevant
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Engagement
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The Enterprise Challenge
The MT Value Proposition
Making MT Relevant > Transforming visitors into
prospects / growing pipeline > Increasing sales staff
productivity & success rate
> Providing relevant information on-demand (and localized engagement solutions)
> Limited localized content > Unknown needs
The MT Challenge*
> Automated rapid adaptation > Content-driven adaptation > On-demand translation API
> Possibly full feedback loop
* Early market penetration
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Delivery
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The Enterprise Challenge
The MT Value Proposition
Making MT Relevant > Speeding up time-to-market /
shorter booking-to-revenue
> Greatly increasing the speed of translation cycles (velocity)
> Nuanced content > Closing MT<>PE gap
The MT Challenge
> Creative adaptation technologies
> Adaptations allow the RIGHT data to surface in translation
> Adapt from large set of possibilities to smaller set of outcomes
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SMT customization
Data "cleaning"
Large background data
Some adaptations
Advanced adaptations
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Support / Retention
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The Enterprise Challenge
The MT Value Proposition
Making MT Relevant > Reducing support costs while
improving customer experience
> Helping transition more customers to on-line personalized support channels (communication)
> Informal language > Real-time (raw MT)
The MT Challenge
> Normalization > Reduce multiple forms to one
> Standardization > Spelling corrections
> Creative adaptations > Combination of corporate and
non-standard language
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Little TM Informal Language /
UGC
SMT customization
Data "cleaning"
Large background data
Some adaptations
Advanced adaptations
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Key Takeaways
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> MT plays an important role in global customer experience
> The right content creation governance will give MT an edge
> Creative adaptation technologies will realize MT’s true potential !
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Thank You!