Date post: | 20-Aug-2015 |
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Technology |
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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
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
Safaba Proprietary and Confidential © 2013
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
Safaba Proprietary and Confidential © 2013
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
Safaba Proprietary and Confidential © 2013
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
Safaba Proprietary and Confidential © 2013
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
Safaba Proprietary and Confidential © 2013
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 !