SDL Proprietary and Confidential
Challenges, Solutions and Visions for the Multilingual Digital Single Market
Matthias Heyn, VP Global Solutions, SDL International
27 April 2015 – META-FORUM 2015
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Agenda
○ Who we are ○ What we do ○ Our challenges ○ What we need
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Powering campaigns for 400+ global brands
3200 Employees Worldwide
Founded in 1992
Driving $16B in annual online revenue with our eCommerce technology
Leader in WCM, receiving top analyst rankings since 2001
Enabling companies to communicate in
100+ countries
7 BILLION words translated every month
70 offices
38 countries
1500 enterprise customers
SDL powers customer
experience for 79 of the top 100
global brands
400 partners
Publicly traded company (LSE:SDL)
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The SDL Journey
Customer Analytics 2012: Analytics Crucial for Success Alterian acquisition in 2012 Social, Analytics, Campaigns
Online Documentation 2009: Post-sales crucial element of CX Trisoft & XyEnterprise acquired in 2010
Ecommerce (Targeting) 2007: 50% purchases online Fredhopper acquired in 2009 to optimize eCommerce
Customer Experience Cloud 2014: Joint up customer journey & view SDL Customer Experience Cloud
Language 1992: New digital era crucial for Globalization SDLX, Trados, Idiom Language Weaver acquired
Web Experience 2000: Internet THE most important channel Tridion acquired in 2007
Video and Images 2010: Video drives conversion Calameres acquisition in 2011
2.92bn Internet users
51% use technical
information to make purchase
decision
60% of internet users,
use social
20 languages to reach 80% internet users
63% of US buy online in
next 12 months
Video ad spend
$6 billion
80% would pay more for
superior customer experience
2015
2015
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SDL Brings Your Brand to the World, and the World to Your Brand.
We do this by helping customers know,
reach, convert and engage with each individual customer across their entire
journey
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The New Customer Mandate: Experience is more important than price
Customers will switch to a competitor after a poor experience
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You don’t know who your competitors are
You are competing for your customers’ expectation
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Context has rendered channels irrelevant
It’s critical to deliver contextually relevant experiences, in the moment
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Boundaries between marketing, sales and service have dissolved
Reframe
Every part of the organization has a role to play in delighting the customer
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Your customer’s journeys are disconnected
From the customer’s perspective, the journey makes perfect sense; from yours, it’s next to random
Only one global business language really matters…
The language of the customer
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Traditional marketing models have been disrupted
Brand advocates arise from post-sale customers
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You Need to Know This Customer
Relevant to my needs “In the moment”
Remember all our interactions Know Me
Optimized for my device of choice
I want it fast
What I want…now
Targeted to my location
In my language
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• Global • Hyper-
relevant • Personal • Omnichannel • Contextual • Integrated • Seamless • Engaged
Experience
=
Context
x• Device • Channel • Language • Location • Activity • Date/Time
Data
• Customer Profile • Purchase History • Demographic • Industry • Downloads • Social Media • Customer Support
Content • Video • Blogs • Case Studies • Research • Landing Pages • Microsites • Social Posts • Whitepapers
A New Way to Think About Digital Marketing
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Language
Knowledge Center
Digital Experience
SDL Customer Experience Cloud
Customer Analytics
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SERVICES
Deployment
Options
SaaS/PaaS
Hybrid
Experience Management
eCommerce Optimization
Digital Marketing Web Optimization
Digital Experience
Self-Service Support
Structured Content
Technical Documentation
Collaboration
Knowledge Center
Automated Translation
Translation Cloud Translation Memory
Industry Solutions Language
Customer Analytics Brand Health Monitoring
Journey Analytics
Audience Analytics and Segmentation
On-Premises
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Who we compete with …
○ Adobe, IBM, Oracle, Salesforce.com, SAS, Infor, Sitec, Teradata, …See Forrester Wave : Cross Channel Campaign Management
“SDL has done well to combine its WCM and marketing-related assets — such as real-time analytics of a customer walk through — across different channels to improve personalization.”
Magic Quadrant for Web Content Management Gartner, Inc., Oct 2014
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Language
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Wide selection of translation technologies
WorldServer
Translation Services Terminology Global Insights
• Marketing Translation• Technical Translation• Testing & QA• Global SXO/SEO• Software Engineering• Media Services• iMT
SDL Language Platform
APIs
Translation ProductivityAutomated Translation
Global Consultancy
Translation Management
• CCF
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SDL Language Cloud
Account Management, KPIs & Reporting, Industry best-practice REST API’s
Translation Management
Translation Memory
Machine Translation
Terminology Management
Productivity Tools
Translation Services
Open APIs
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Language
SDL CXC
Customer Access
Anywhere, Anytime
Translation Supply Chain
Productivity & Efficiency
3rd Party Aps Mobile
Machine Translation
Web Social Software Documentation Chat Support
Translation Environment Web
Human Translation
Customized Machine
Translation
Vertical Machine
Translation
Documents
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Foreign Language
Your Language
Neural Networks
Compound Splitting
Phrase Based
Finite State
Automata
String to Tree
Rule Based
Tree to String
Pre Ordering
Trans-literation
XMT
… …
Hidden Markov Model
Hyper Graphs
Modular &
Flexible
State of the art
Machine Learning
Better Translation
Quality
Rapid Research Transition
SDL XMT
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SDL XMT – Sample Innovations
○ Social Media Translation – Text not well formed – makes translation difficult (e.g. Arabic dialects/English letters)
Legacy Machine
Translation wa 3la matsh! #ككررةة_االلققددمم
وواا ععللىى ممااتتشش! ككررةة_االلققددمم#
يياا للههاا ممنن ممببااررةة! ككررةة_االلققددمم#
#krt_alkadm what a game!
#krt_alkadm wa 3la matsh!
#krt_alkadm wa on!
✗
✗
✗
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SDL XMT – Sample Innovations
○ Social Media Translation
wa 3la matsh! #ككررةة_االلققددمم
وواا ععللىى ممااتتشش! ككررةة_االلققددمم#
يياا للههاا ممنن ممببااررةة! ككررةة_االلققددمم#
Dialect Adaptation
Spelling Correction
Language Normalizer
Social Metadata
Statistical Transliterator
Machine Translation
XMT
#soccer what a game!
✔
What do we need
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“Organizations need to manage how best to filter the huge amounts of data coming from the IoT, social media and
wearable devices, and then deliver exactly the right information to the right person, at the right time”
Gartner Top Technology Trends for 2015
2013: 4.4ZB Data
2020:
44ZB Data
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Neural / machine learning
Making sense of big data / social
Personalisation in real time
Operating globally LanguageCloud
language learning
Fingerprinting identity stitching
The future needs of CX
Making sense of big data
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Social Intelligence
Mine massive social web dataset to hone
in on relevant conversations
Pinpoint where consumers are on a the buying or brand journey and measure their likelihood to purchase and
advocate
Each step refines and structures the data, making it relevant, targeted and actionable
Apply algorithm to
quantify performance
Visualize the results to identify barriers and
enablers and allocate resources across
journey
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Technical Foundation
○ Machine Learning & Deep Learning ○ Pattern Recognition ○ Big Data Science
– Making sense of big data / social
SDL Research ○ 170 Patents ○ 200+ published research papers
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What is needed
○ Continuously improved classification methods – supervised and unsupervised machine learning
○ Tens of thousands of training examples by humans mapping posts to customer journey stages
○ Thousands of experiments combining different types of machine learning algorithms, parameters, and pre-processing techniques
○ Objective: Improve classification accuracy resulting in improved scores and faster time to insights
Operating Globally
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Operating Globally
○ ecommerce Market – B2C - 2014: $1.5T – B2B – 2020 : $7.6T
MT plays crucial role ○ Seamless, continuous, real
time learning from user feedback
○ Adapted ○ Handles UGC
Growth in digital content
Growth in translation industry
2009 2014
Glo
bal I
nfor
mat
ion
Gap
Machine Translation +
Language Learning
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What is needed
○ Smart data organization ○ Real time training cycles ○ Fast transition from research to product ○ Mix and match best approach ○ Fit for UGC ○ Embedded in translation production to harvest expert
linguist input
Personalisation in real time (Profiling)
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Real time personalisation
○ A holistic solution or service-stack that tracks and unifies real-time user interaction, incorporates behavioral user data (CRM, etc.) and uses predictive modeling techniques to deliver relevant personalized content in real-time.
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Customer Data
○ Identity ○ Session IDS, Cookies, DeviceIDs,
IP-Address ○ Attributes ○ Demographic, geographic ○ Behaviour ○ Presence, swipe, search, share… ○ Channels – web, phone, in-store… ○ Services – frequency, sophistication ○ Segments ○ Attitudes, values, lifestyle, history… ○ Transactions ○ Payments, campaigns ○ …
Precise identity management leads
to 26% higher adoption rate in
personalized recommendations
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Challenges
○ How to find out what information the user is seeking right now?
○ How to obtain, collect or infer relevant knowledge about users in real time?
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Challenges
○ Cross channel identity management ○ Identity stitching ○ Fingerprinting to map customer record ○ Single customer view ○ Grouping of micro-events into macro-events ○ Group sequences of events into sessions ○ Recommender systems (e.g. matrix factorizations) ○ …
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What would help us with …
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Customer journey analytics
Real-time customer behavioral
modeling provides new level of social
insight
Predictive modelling delivers relevant
personalized content in real-time
Language learning
Seamless, continuous, real time learning from user feedback improves translation quality
Real-time personalization
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In practical terms …
○ Procurement ○ Research
– Relevant research to help us improve core competences in Customer Journey Analyses + Language + Real Time personalization
Language Technology: Linguistic modules which we can integrate into our Language Cloud
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