mastering multilingual marketing part 2
TRANSCRIPT
Mastering Multilingual Marketing:Streamlining Your In‐Country Validation ProcessPlease note that the audio for this webcast will be streamed.
Presented by Bert EsselinkModerated by Paula ShannonApril, 2009
About Lionbridge
Global ScaleGlobal Scale Market LeadershipMarket LeadershipGlobal ScaleGlobal Scale4,600 employees 26 countries
• Global network of 25,000 translators
Market LeadershipMarket LeadershipLeader in $12B services industry• Translation and adaptation of products
and content for international markets
Global ClientsGlobal ClientsRecurring relationships with 500+
Hosted TechnologyHosted TechnologyW b b d l t h l Recurring relationships with 500+
global clients• 80% of revenue comes from recurring clients• 12 of the Fortune 20 companies are client
Web-based language technology platform• Enhances competitive advantage• Drives efficiency
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Introducing Translation Validation
A client review of a translation provided by an external provider to ensure the quality of the final text.
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Introducing Translation Validation
A client review of a translation provided by an external provider to ensure the quality of the final text.
Ensure translations are at agreed quality levels
Provide feedback to translators about quality of deliverables expectations
Obtain approval from local country representatives who might use the translations (internal clients)might use the translations (internal clients)
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Introducing Translation Validation
A client review of a translation provided by an external provider to ensure the quality of the final textprovider to ensure the quality of the final text.
Ensure translations are at agreed quality levels
Provide feedback to translators about quality of deliverables expectations
Obtain approval from local country representatives who might use the translations (internal clients)
In most cases, in‐country representatives from the organization that outsources the translation. For example, a local marketing or product manager
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local marketing or product manager.
Common Issues
Local market translation validator is expecting localcopy, not translated copy.
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Common Issues
Local market translation validator is expecting localcopy, not translated copy.
Validation is a bottleneck in the release schedule, takes far too long.
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Common Issues
Local market translation validator is expecting localcopy, not translated copy.
Validation is a bottleneck in the release schedule, takes far too long.
No clear instructions or guidelines exist for the validators.validators.
Company confidential – distribution prohibited without permission
Common Issues
Local market translation validator is expecting localcopy, not translated copy.
Validation is a bottleneck in the release schedule, takes far too long.
No clear instructions or guidelines exist for the validators.validators.
Local market validator spends way too much time reviewing or rewriting translationsreviewing ‐or rewriting‐ translations.
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Common Issues
Local market translation validator is expecting localcopy, not translated copy.
Validation is a bottleneck in the release schedule, takes far too long.
No clear instructions or guidelines exist for the validators.validators.
Local market validator spends way too much time reviewing or rewriting translationsreviewing ‐or rewriting‐ translations.
Translators don't want to enter preferential changes
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that alter the meaning of the source text.
Key Considerations
Do we have validatorsavailable for all requiredall required languages?
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Key Considerations
Do we have validatorsavailable for all required
Will the in‐country all required
languages?
yresources have the time and skills to perform this pvalidation?
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Key Considerations
Do all translations need to be validated
l b t?or only a subset?
Do we have validatorsavailable for all required
Will the in‐country all required
languages?
yresources have the time and skills to perform this pvalidation?
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Key Considerations
Do all translations need to be validated
l b t?or only a subset?
Do we have validatorsavailable for all required
Will the in‐country all required
languages?
yresources have the time and skills to perform this
Can the validation process be outsourced to a third
pvalidation?
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be outsourced to a third party?
Key Considerations
Do all translations need to be validated
l b t?or only a subset?
Do we have validatorsavailable for all required
Will the in‐country all required
languages?
yresources have the time and skills to perform this
Who tells validators what to focus on h i i
Can the validation process be outsourced to a third
pvalidation?
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when reviewing translations?
be outsourced to a third party?
Key Considerations
Do all translations need to be validated
l b t?
How to avoid delays caused by lid i i or only a subset?validation, i.e.
who manages the validation process? Do we have process?
validatorsavailable for all required
Will the in‐country all required
languages?
yresources have the time and skills to perform this
Who tells validators what to focus on h i i
Can the validation process be outsourced to a third
pvalidation?
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when reviewing translations?
be outsourced to a third party?
Key Considerations
Do all translations need to be validated
l b t?
How to avoid delays caused by lid i i or only a subset?validation, i.e.
who manages the validation process?
How to track Do we have process? comments and measure quality?
validatorsavailable for all required
Will the in‐country all required
languages?
yresources have the time and skills to perform this
Who tells validators what to focus on h i i
Can the validation process be outsourced to a third
pvalidation?
Company confidential – distribution prohibited without permission
when reviewing translations?
be outsourced to a third party?
Key Considerations
Do all translations need to be validated
l b t?
How to avoid delays caused by lid i i or only a subset?validation, i.e.
who manages the validation process?
How to track Do we have process? comments and measure quality?
validatorsavailable for all required
Will the in‐country
How to avoid complete rewrites of translations that violate global branding
all required languages?
yresources have the time and skills to perform this
Who tells validators what to focus on h i i
violate global branding guidelines?
Can the validation process be outsourced to a third
pvalidation?
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when reviewing translations?
be outsourced to a third party?
Validation Models – The Options
• What is validated – language only or also readiness for target audience?• What are the volumes i e what is the validation workload?• What are the volumes, i.e. what is the validation workload?• How critical is time?
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•In‐country sales, marketing, product managers• Third‐party validation supplier
Translation Process
Client In-Country Reviewers
Translation Project Management Office
Client and/or Advertising Agency
In-Country Translators
Handoff Source File
Analysis, Quoting
P f T l ti & V lid tPrepare for Translation
Translation & Editing
Quality Control
Validate Translations A
Control
Conversion & Layout
Validate Translations B
Project Closure
Printing / Publishing
Incorporate Changes
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When to Validate?
• Sample‐based spot checks
• Useful to provide direction to translators
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When to Validate?
• Sample‐based spot checks
• Useful to provide direction to translators
• Translation / language quality focus• Common when using TMS or GMS
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When to Validate?
• Sample based spot checks• Sample‐based spot checks
• Useful to provide direction to translators
• Translation / language quality focus• Common when using TMS or GMS
• Final product / layout focus
Common when using TMS or GMS
• Final product / layout focus• No link to TM or multiple DTP cycles
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How to Validate?
Validator reviews translations and provides Translate
Validate & Comment
comments
Translator enters changes and resubmits
Advantages: translator learns from changes, easier
Validate & Comment
to update translation memory
Disadvantages: commenting takes long, entering changes even longer
Enter Changes
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How to Validate?
Validator reviews translations and provides Translate
Validate & Comment
comments
Translator enters changes and resubmits
Advantages: translator learns from changes, easier
Validate & Comment
to update translation memory
Disadvantages: commenting takes long, entering changes even longer
Enter Changes
TranslateValidate & Edit
Validator reviews and edits/updates translationsValidate &
Edit
Approve Changes
Translator reviews and approves changes and approves (optional step)Advantages: speed (two steps in one)Disadvantages: translator doesn't process changes
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ChangesDisadvantages: translator doesn t process changes, more difficult to update translation memory
Validation Technologies
•Paper•Paper•Paper•Paper
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Validation Technologies
•Paper•Paper
• Microsoft Word: Track changes•Paper
•Paper
changes
• Adobe Acrobat: Annotated PDF
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Validation Technologies
•Paper•Paper
• Microsoft Word: Track changes
• Globalization/Translation Management System ( / ) l•Paper
•Paper
changes
• Adobe Acrobat: Annotated PDF
(GMS/TMS): online review (e.g. Freeway)
• Online XML Editor or CMS
• Wiki
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Translation Validation – Online XML Editor
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Translation Validation Options
Validator Layout? Advantages Disadvantages
1 Track changes in No • Everyone knows Word • Not ideal for tagged 1 Track changes in Microsoft Word
y• Full freedom to edit
ggformats (xml, html)
2 Online validation tool No • Online error tracking • New tool to learn for in GMS/TMS (only
preview)• Connected to TM
• Included in workflowvalidators
• No offline validation
3 Annotated PDF or M k P i t t
Yes • Everyone can use PDF
• No editing (only commenting)Markup on Printout PDF commenting)
• Not connected to TM
4 Online XML Editor, Wiki or CMS
Yes • Online change tracking
• New tool to learn for validatorsWiki or CMS tracking
• Included in workflow• Full freedom to edit
validators• No offline validation• No direct connection
to TM
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Translation Quality Tracking
Perception of QualityQ y
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Translation Quality Tracking
Perception of Quality
What to Measure?Q y
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Translation Quality Tracking
Perception of Quality
What to Measure?
Key Performance Q yIndicators
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Perception of Quality
Translation versus Localization
In marketing translations it's all about bridging the gap from translated to localized copy
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In marketing translations, it s all about bridging the gap from translated to localized copy.Close collaboration between translator and validator should reduce review time.
What to measure?
Number of passes or noNumber of passes or no‐‐passespassesSentences? Documents? Deliverables? Projects?
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What to measure?
Number of passes or noNumber of passes or no‐‐passespassesSentences? Documents? Deliverables? Projects?
Language quality• Grammar/spelling punctuation style/tone/literal translation
Number of errorsNumber of errors
Grammar/spelling, punctuation, style/tone/literal translation
Translation quality• Mistranslation, inconsistency, omission/addition, compliance to instructions
Subject knowledge• Terminology understanding numericalTerminology, understanding, numerical
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What to measure?
Number of passes or noNumber of passes or no‐‐passespassesSentences? Documents? Deliverables? Projects?
Language quality• Grammar/spelling punctuation style/tone/literal translation
Number of errorsNumber of errors
Grammar/spelling, punctuation, style/tone/literal translation
Translation quality• Mistranslation, inconsistency, omission/addition, compliance to instructions
Subject knowledge• Terminology understanding numericalTerminology, understanding, numerical
Error weighting should differ per content typeError weighting should differ per content type
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What to measure?
Number of passes or noNumber of passes or no‐‐passespassesSentences? Documents? Deliverables? Projects?
Language quality• Grammar/spelling punctuation style/tone/literal translation
Number of errorsNumber of errors
Grammar/spelling, punctuation, style/tone/literal translation
Translation quality• Mistranslation, inconsistency, omission/addition, compliance to instructions
Subject knowledge• Terminology understanding numericalTerminology, understanding, numerical
Error weighting should differ per content typeError weighting should differ per content type
Consider repeated mistakes as oneConsider repeated mistakes as one
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What to measure?
Number of passes or noNumber of passes or no‐‐passespassesSentences? Documents? Deliverables? Projects?
Language quality• Grammar/spelling punctuation style/tone/literal translation
Number of errorsNumber of errors
Grammar/spelling, punctuation, style/tone/literal translation
Translation quality• Mistranslation, inconsistency, omission/addition, compliance to instructions
Subject knowledge• Terminology understanding numericalTerminology, understanding, numerical
Error weighting should differ per content typeError weighting should differ per content type
Consider repeated mistakes as oneConsider repeated mistakes as one
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Exclude sourceExclude source‐‐related "errors"related "errors"
Key Performance Indicators
First, decide what to measure
Next, define Key Performance Indicators (KPIs)
Examples:f d l b h d• Of n sentences reviewed, only 5% can be changed.
• Of all projects, 2% of projects with rework is accepted.• Of n words translated, only 10 translation errors are accepted.• Of all deliverables, only 4% can be a no‐pass.
Baseline established after first project
Tracking KPIs is ideally (semi )automatedTracking KPIs is ideally (semi‐)automated
Start tracking macro information, then focus on details
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Validation Best Practices
Why?Why?
Consider well why you are validating – what are the objectives?
Write instructions for the validators sothe validators so they understand the task and objectives.
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Validation Best Practices
What?What?Why?Why?
Think about what to validate –everything or just spot checks?
Consider well why you are validating – what are the
Decide what quality metrics and KPIs you want to measure
objectives?
Write instructions for the validators so want to measure.the validators so they understand the task and objectives.
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Validation Best Practices
Who?Who?What?What?Why?Why?
Think about what to validate –everything or just spot checks?
Choose who will validate –internal or external, linguist
Consider well why you are validating – what are the
Decide what quality metrics and KPIs you want to measure
or SME?
Decide who will manage the validators and the
objectives?
Write instructions for the validators so want to measure. validators and the
validation planning.
the validators so they understand the task and objectives.
Company confidential – distribution prohibited without permission
Validation Best Practices
Who?Who?What?What? When?When?Why?Why?
Think about what to validate –everything or just spot checks?
Choose who will validate –internal or external, linguist
Decide at what point in the process you will validate.
Consider well why you are validating – what are the
Decide what quality metrics and KPIs you want to measure
or SME?
Decide who will manage the validators and the
Manage & monitor the timing carefully to avoid delays in
objectives?
Write instructions for the validators so want to measure. validators and the
validation planning.
avoid delays in publication.
the validators so they understand the task and objectives.
Company confidential – distribution prohibited without permission
Validation Best Practices
Who?Who?What?What? How?How?When?When?Why?Why?
Think about what to validate –everything or just spot checks?
Choose who will validate –internal or external, linguist
Decide at what point in the process you will validate.
Choose the most suitable translation validation
Consider well why you are validating – what are the
Decide what quality metrics and KPIs you want to measure
or SME?
Decide who will manage the validators and the
Manage & monitor the timing carefully to avoid delays in
process and tool.
Ensure the process and tool is clear and easy‐
objectives?
Write instructions for the validators so want to measure. validators and the
validation planning.
avoid delays in publication.
is clear and easyto‐use.
the validators so they understand the task and objectives.
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