Customers Expect More - GALA Global · leveraging AI and deep learning for their Translator...
Transcript of Customers Expect More - GALA Global · leveraging AI and deep learning for their Translator...
Customers Expect MoreUsing Technology to Deliver
David UtrillaU.S. Translation Company
May 24, 2018
Agenda
WHERE IT ALL BEGAN
TRANSLATION TECHNOLOGY1. Computer Assisted Translation (CAT)
2. Translation Memory (TM)
3. Machine Translation (MT)
4. Translation Proxy
5. Video Remote Interpretation (VRI)
6. Neural Machine Translation (NMT)
7. Translation Management Systems (TMS)
CUSTOMER RELATIONSHIP MANAGEMENT TOOLS1. Customer Relationship Management (CRM)
2. Marketing Automation & Email Campaigns
3. Survey & Feedback Tools
Where It All Beganthe demand for translation tools
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Client DemandsTHE ULTIMATE DRIVER
Customers have always wanted three things
when making a purchase:
1. Low cost
2. High quality
3. Fast delivery
“You can only pick two!”
USTC’s Translation JourneyTOOL ADOPTION
1995: Only used proprietary tools because it was the only option.
2000: We leveraged proprietary TMS solution. Trados recently began licensing their TM.
2005: memoQ technology became available to LSPs as well as other competitors.
2010: Implemented commercialized TMS solution.
2012: Began using several solutions, including commercialized MT and other technologies used by translators.
2018: Have since started using CRM and marketing automation. Launched offerings for proxy translation and remote interpretation.
New Kids on the BlockINNOVATORS VS. LAGGARDS
LATE ADOPT/REJECTStruggled or failed to catch up with
competition that adopted new technology
(EARLY) ADOPTInvested early and established themselves as
leading innovators in LSP industry
As new translation technology has become available, LSPs have two options:
The Technology Adoption Lifecycle
Why Not Adopt?FEARS AND CONCERNS
Feared reduction in business for human translators
Thought it wouldn’t be worth the monetary investment long term
Many LSPs did not adopt current technology for various reasons:
Assumed MT would produce low quality results
“If it isn’t broken, don’t fix it”
Benefits of AdoptionTHE PERKS
Ability to complete projects faster
Increase in number of projects and size of project
LSPs that did adopt new technologies saw the following benefits:
Boost in need for human translators for quality assurance
Translation Technologythrough the years
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History of Machine Translation
Computer-Assisted Translation (CAT)
Translation Memory (TM)
Language Search Engine
Terminology Management
AlignmentMachine
Translation (MT)
Computer-Assisted Translation
A form of human translation carried out with the aid of computerized tools.
More than 90% of translation companies use TM and CAT tools (2016 survey by GALA)
Translation TechnologyPAST
Translation Memory (TM)
ECONOMICAL FAST QUALITY
Translation memory remembers and reuses past translations from a particular project to improve translation efficiency.
Translation TechnologyPRESENT
Machine Translation (MT)
SAVESMORE MONEY
SAVESMORE TIME
MOREROBUST ENGINE
Machine translation is the translation of text by a computer, with no human involvement. It uses machine-learning technologies to translate large amounts of text from and to any of their supported languages.
Large LSPs that adopted MT grew 3.5 times faster than others
Source: “Fast-Growing LSPs Turn to Machine Translation,” © Common Sense Advisory, Inc.
MT Adoption Benefits
Translation TechnologyPRESENT
Translation ProxyTranslation Proxy creates a layer on top of an original website that provides real-time translation in the language of choice. The original site remains in control of the owner and merely projects translated text via proxy.
SIMPLESETUP
SCALABLEPROJECTS
TRANSLATIONIN-CONTEXT
MOREECONOMICAL
Translation TechnologyPRESENT/FUTURE
Video Remote Interpretation (VRI)
ACCURACY &RELIABILITY
NO PHYSICALPRESENCE REQUIRED
IMMEDIACY &CONNECTIONS
Video remote interpretation uses web cameras, videophones or tablets over a high-speed internet connection to provide on-demand interpretation.
Translation TechnologyFUTURE
Neural Machine Translation (NMT)
UNDERSTANDS WORD SIMILARITIES
CONSIDERS ENTIRESENTENCES
LEARNS COMPLEX RELATIONSHIPS
NMT uses neural network models to learn a statistical model for machine translation. A single system can be trained directly on source and target text.
Translation TechnologyFUTURE
Where Does NMT Stand? Still in the Works.
- April 2016: Google’s US patent application “Neural Machine Translation Systems With
Rare Word Processing” was published.
- November 2016: Microsoft announced they were using neural networks to power all
speech translation, a further development after their February news that they were leveraging AI and deep learning for their Translator Hub.
- May 2017: Facebook published results on their approach for NMT using convolutional
neural networks, said to be 9x faster than sequential reading methods, beating Google’s system.
Source: “Neural Machine Translation Evolving At Breakneck Speed,” Inside Big Data
Translation TechnologyFUTURE
Source: “Neural MT: Sorting Fact from Fiction,” © Common Sense Advisory, Inc.
Expectations for NMT May Exceed Reality
Translation TechnologyFUTURE
Source: TechEmergence
According to this chart released by Google in 2016, Google Translate (NMT) performs translations in varying levels of accuracy on par with human translators.
Translation Model Versus Quality
Translation TechnologyFUTURE
2017Translators are at the end of the chain and cannot influence MT
2020+Humans are at the center and interact with MT, which learns from them to make them more efficient and productive
Source: “Neural MT: Sorting Fact from Fiction,” © Common Sense Advisory, Inc.
Translation Management Systems (TMS)WHAT IS IT?
A Translation Management System allows enterprises and translation companies to centralize and automate the management of localization workflows involving multiple vendors and large volumes of linguistic assets.
- Contact management
- Requests (quotes, issue orders)
- Quote management
- Order management
- Invoicing
- Queries and reporting
Translation Management Systems (TMS)PROGRAMS
Some common TMS software options:
- Plunet
- Transifex
- POEditor
- PhraseApp
- Lokalise
- Smartling
- GlobalSight
*Source: G2 Crowd
Translation Management Systems (TMS)EXPECTATIONS
Common Sense Advisory anticipates that TMS features will start to slim down as systems begin to focus more on the features actually used by customers and remove the ones that were just added to match those of their competition.
Customer Relationship Managementtools you can use
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Today’s TechnologyWHY YOU SHOULD USE IT
Customer Relationship Management (CRM)WHAT IS IT?
“CRM is a technology for managing all your company’s relationships and interactions with customers and potential customers.
The goal is simple: Improve business relationships. A CRM system helps companies stay connected to customers, streamline processes, and improve profitability.” - Salesforce
Customer Relationship Management (CRM) PROGRAMS
• Microsoft Dynamics 365
• HubSpot CRM
• Salesforce
• Highrise
• Velocify
• Vtiger CRM
• iContact
• Daylite
• SalesNOW
• Less Annoying CRM
• Gold-Vision
• Commence CRM
• Hatchbuck
• Teamgate
• ONTRAPORT
• bpm’online
• Pipedrive
• Base
• Close.io
• PipelineDeals
• Nimble
• ProsperWorks
• amoCRM
• Agile CRM
Customer Relationship Management (CRM) COMPARING PROGRAMS
Free Trial
Free Version
(Target Customer Size/Users) (Target Customer Size/Users)
Free Trial
Free Version
SALES: “Increase productivity, keep pipeline filled with solid leads, and score more wins without software, hardware, or speed limits.”
MARKETING: “Deliver personalized customer journeys powered by the intelligent marketing platform for email, mobile, social, digital advertising, and data management platform.”
Manage pipeline with total visibility
Log sales activity automatically
See everything about a lead in one place
Also a option!
Marketing Automation & Email CampaignsCOMPARING PROGRAMS
IDEAL FOR• Designers• Agencies• Companies of all
shapes and sizes
PROS• Auto-unsubscribe• Plug-and-play designer• No setup fee
CONS• Basic customer support• Campaign transfers are
complicated• Lack of image hosting
IDEAL FOR• Small businesses
PROS• Variety of templates• Ease of use• Affordable pricing
CONS• Limited customization and
flexibility for advanced users• Limited email segmentation
features
BUILD & DESIGN CAMPAIGNS
TRACK & ANALYZECAMPAIGNS
IDENTIFY & SEGMENTPROSPECTS
▪ Powerful automation for online sellers
▪ Call to action with landing pages
▪ Comprehensive mobile app
▪ Flexible design for brands of any size
▪ Advanced analytics
▪ Hundreds of integrations with apps
Also a option!
TechValidate creates marketing content using customer input
Thank you!Any questions?