Identifying the best opportunities to use Machine Translation to address your Big Language Needs Daniel Marcu Chief Science Officer
Agenda The machine translation landscape Content to consider for machine translation Deciding if your organization is ready assessing your MT Maturity Getting started
State of affairs today ALL THESE CAN BE TRUE!!!! We tried MT but it was not good Because of MT, our revenues increased by 17% Without MT, we would not be able to get by What should I do to be successful And how much would it cost?
Requirements vary across companies & departments We are the localization department of a medium enterprise. We want to efficiently manage our localization efforts while delivering high-quality publishable translations within budget, on-time, I am responsible for Customer Support and want to reduce customer support costs by deflecting phone calls across all geographies and product lines. I am responsible for Marketing and want to offer access to user-generated content in all geographies I manage We are a medium enterprise. We want a Language Service provider who can deliver on-time, cost effective, on-brand, high-quality translations We are a large-scale enterprise. We want a Language Service provider who can deliver fast, publishable translations at the best price that utilizes the most current, state-of-the-art Machine translation technology
The Options MT can provide value in many areas Need to map requirements with the right combination of technology and services for your unique translation needs Options Human translation Machine translation Machine translation + post-edit
Brand Understanding Content Requirements Quality Advertising Websites Help Legal / Contracts Marketing Content Software User Interface Documentation/Manuals Newsletters HR Docs User Guides Knowledge Base Product Descriptions FAQ Email Support Alerts/Notifications User Forums User Reviews SMS email Wikis Blogs IM Volume
Brand Understanding Content Requirements Quality Advertising Websites Help Legal / Contracts Marketing Content Software User Interface Documentation/Manuals Needs human quality translations Newsletters HR Docs User Guides Knowledge Base Product Descriptions Value, Quality, FAQ Cost, Email Support Time to Market, Trust, Alerts/Notifications and Ease of Use are important everywhere User Forums User Reviews SMS email Wikis Blogs IM Volume There are not enough bilinguals to translate all this
Brand Mapping Content Requirements to Translation Technologies Quality Advertising Websites Help Legal / Contracts Marketing Content Software User Interface Documentation/Manuals Newsletters HR Docs User Guides Knowledge Base Product Descriptions FAQ Email Support Alerts/Notifications User Forums User Reviews SMS email Wikis Blogs IM Volume Machine Translation: SMT Asset Management (Translation Memories and Term Lists) Translation Productivity TRADOS STUDIO Collaboration GROUPSHARE Workflow WORLDSERVER
Brand Language Translation Models Quality Advertising Websites Help Legal / Contracts Marketing Content Software User Interface Documentation/Manuals Newsletters HR Docs User Guides Knowledge Base Product Descriptions FAQ Email Support Alerts/Notifications User Forums User Reviews SMS email Language Services Wikis Blogs IM Volume Machine Translation: SMT Asset Management (Translation Memories and Term Lists) Translation Productivity TRADOS STUDIO Collaboration GROUPSHARE Workflow WORLDSERVER
Brand Language Translation Models Quality Advertising Websites Help Legal / Contracts Marketing Content Software User Interface Documentation/Manuals Newsletters HR Docs User Guides Knowledge Base Product Descriptions FAQ Email Support Alerts/Notifications User Forums User Reviews SMS email imt Services Wikis Blogs IM Volume Machine Translation: SMT Asset Management (Translation Memories and Term Lists) Translation Productivity TRADOS STUDIO Collaboration GROUPSHARE Workflow WORLDSERVER
Brand Language Translation Platforms Quality Advertising Websites Help Legal / Contracts Marketing Content Software User Interface Documentation/Manuals Newsletters HR Docs User Guides Knowledge Base Product Descriptions FAQ Email Support Alerts/Notifications User Forums User Reviews SMS email Wikis Blogs BeGlobal Platform IM Volume Machine Translation: SMT Asset Management (Translation Memories and Term Lists) Translation Productivity TRADOS STUDIO Collaboration GROUPSHARE Workflow WORLDSERVER
Brand Language Translation Models Quality Advertising Websites Help Legal / Contracts Marketing Content Software User Interface Documentation/Manuals Newsletters HR Docs User Guides Knowledge Base Product Descriptions FAQ Email Support Alerts/Notifications Content Owners BeGlobal Platform User Forums User Reviews Wikis Blogs SMS email IM Volume Machine Translation: SMT Asset Management (Translation Memories and Term Lists) Translation Productivity TRADOS STUDIO Collaboration GROUPSHARE Workflow WORLDSERVER
Brand Your Customer Journey at Quality Advertising Websites Help Legal / Contracts Marketing Content Software User Interface Documentation/Manuals Newsletters HR Docs User Guides Knowledge Base Product Descriptions FAQ Email Support Alerts/Notifications User Forums User Reviews SMS email Wikis Blogs IM Volume
Assessing MT Maturity Is your organization ready for machine translation?
Phases of Enterprise MT Maturity Based on research by Common Sense Advisory 1 0 +1 +2 +3 +4 +5 Obstructive Scornful Negligent Reactive Repeatable Managed Integrated Optimized MT-HT Crossleveraged Transparent (< 1 year) (1-3 years) (2-5 years) (4-7 years) (6-10 years)
Evolution of MT Maturity: Stage 1 (Obstructive) Holds strong beliefs that MT is harmful and will never work Any attempt to showcase the potential benefits of the technology are killed at the start gate. 1 Obstructive Scornful 0 Negligent +1 Reactive +2 Repeatable +3 Managed Integrated +4 Optimized MT-HT Crossleveraged +5 Transparent
Evolution of MT Maturity: Stage 0 (Negligent) Free, unsecured MT is used in an ad-hoc fashion within the organization (valuable IP is leaked out) No knowledge of MT being used in the organization nor where or how much No processes in place for assessing MT utility and relevant use cases No decision is a good decision 1 Obstructive Scornful 0 Negligent +1 Reactive +2 Repeatable +3 Managed Integrated +4 Optimized MT-HT Crossleveraged +5 Transparent
Evolution of MT Maturity: Stage 1 (Reactive) Works closely with MT vendors to create processes for assessing MT utility and relevant use cases Starts developing internal knowledge of how MT is/can be used Internal, ad-hoc MT users are aware of need 1 Obstructive Scornful 0 Negligent +1 Reactive +2 Repeatable +3 Managed Integrated +4 Optimized MT-HT Crossleveraged +5 Transparent
Evolution of MT Maturity: Stage 2 (Repeatable) Has demonstrated MT value in at least one case and is expanding the implementation of that use case across other languages (can talk numbers) Has processes in place for assessing MT utility and relevant use cases; worries about expanding use cases Has good internal knowledge and MT deployment roadmap MT Champion role starts forming; MT usage expands via word of mouth Maturity Assessment Service 1 Obstructive Scornful 0 Negligent +1 Reactive +2 Repeatable +3 Managed Integrated +4 Optimized MT-HT Crossleveraged +5 Transparent
Evolution of MT Maturity: Stage 3 (Managed; Integrated) Has demonstrated MT value in two-three use cases and is continuously expanding the number of deployed use cases and languages. Understands the value of its translation assets Talks in numbers (not in qualitative terms) Has integrated translation technology and services roadmap Integrated, secure technology translation platform is used around the organization via APIs, widgets, etc. MT Champion role is well organized, recognized and prized 1 Obstructive Scornful 0 Negligent +1 Reactive +2 Repeatable +3 Managed Integrated +4 Optimized MT-HT Crossleveraged +5 Transparent
Evolution of MT Maturity: Stage 4 (Optimized) Integrated, secure, technology & services translation platform is used around the organization via APIs, widgets, etc. Talks in numbers and trends y2y Knows how much value is created and how much money is spent in the entire organization on translation related tasks by use case and language Translation organization plays a major role in global decision making 1 Obstructive Scornful 0 Negligent +1 Reactive +2 Repeatable +3 Managed Integrated +4 Optimized MT-HT Crossleveraged +5 Transparent
Evolution of MT Maturity: Stage 5 (Transparent) Integrated, secure, technology & services translation platform is perceived as core: CRM, CMS, ECM, ERP, etc. systems are tightly integrated with translation ecosystem Focus on continuous expansion and improvement 1 Obstructive Scornful 0 Negligent +1 Reactive +2 Repeatable +3 Managed Integrated +4 Optimized MT-HT Crossleveraged +5 Transparent
Sample Maturity Assessment Report Language Pair Use-Case Time to Deployment Training Fee Quality Commitment Evaluation Terms Customer Universe English to Traditional Chinese Fully Automatic Useful Translation (FAUT) of [CUSTOMER_NAME] customer support web pages 2 months $10,000 75% of translated sentences are understandable ( >= 3.0) Evaluation on 200 randomly selected sentences from the Customer Universe 3.6Mw training & evaluation will be on this fixed universe English to Korean FAUT of [CUSTOMER_NAME] customer support web pages 6 months $30,000 65% of translated sentences are understandable ( >= 3.0) Evaluation on 200 randomly selected sentences from the Customer Universe Preliminary evaluation after 3 months 3.6Mw training & evaluation will be on this fixed universe English to Japanese FAUT of [CUSTOMER_NAME] customer support web pages Re-engage in 2 months $0 65% of translated sentences are understandable ( >= 3.0) Re-engage in 2 months 100Mw English to French Machine Translation PostEditing (PE) to increase human translation productivity of product documentation Immediate $0 50% productivity gain over translation from scratch Post-Editing Evaluation as completed by none required from customer 600Kw
Guidelines for getting started Assess your organization s machine translation maturity Determine your business objectives Engage a knowledgeable vendor to help determine where you will be the most successful Build your roadmap for deployment Manage expectations Have fun!