Presented by Scott Carothers How to Simplify the Task of Translations in Your Content Delivery Model with Comprehensive Metrics Presented by Scott Carothers

Today’s Agenda What are the issues with the typical translation process? Can current metrics solve the common problems? The most valuable metrics for process improvement Optimizing the translation process with comprehensive metrics Cost tracking metrics: measuring savings Q & A

The “Big Picture” Product Life Cycle - from conceptualization to marketplace Where do translations fit?

The “Big Picture” Are translations delaying a product launch?

The Headache Corporate Staff – Common Problems Quality Delivery timing Budget In-country review process

The Headache Enterprise – Common Problems Translations decentralized No enterprise-wide Translation Memory (TM) or workflow process Inconsistent pricing

Typical Translation Process - Problems The ‘black hole’ Submit a document to the Language Service Provider (LSP) Receive few details Word count TM matches Price

Typical Translation Process - Problems No real clarity Very little accountability Difficult to switch LSPs Process improvement?

Departments Requiring Translations Technical Publications Marketing Legal HR IT Quality Assurance eCommerce & Websites Product Development

No validation of quality or cost Translations are a Black Spend No validation of quality or cost

Major Management RISKS No budgetary accountability Few LSPs, often just one Tied to a translator’s technology Translator controlling TM No translator validation or ratings

Typical Translation Process – How to Fix To avoid the common RISKS: Centralize your TM – keep in-house Vendor-independence - always choose your best LSP View translations as an enterprise-wide process Metrics! Measure everything Stop “fire-fighting” translation issues and look at the big picture!

Can Current Metrics Solve these Problems? Most common metrics: Which LSP has the assignment Delivery timing How long did post-editing take?

Can Current Metrics Solve these Problems? Mostly manual entries Emails add extra time Spreadsheets & folders TM in unsecure environment Are you giving the store away?

Can Current Metrics Solve these Problems? What metrics are the translators currently offering? TM matches 100% matches 90-99% matches 75-89% matches Word content reuse Price Other (as needed)

Can Current Metrics Solve these Problems? What metrics are the staff currently monitoring? Translation quality metrics absent In-country reviewer: final edits was LSP kept in loop?

Most Valuable Metrics Aggregate volume Turnaround time TM analysis LSP ratings Cost-tracking

Most Valuable Metrics Aggregate volume: Quantifies word count Number of projects Number of LSPs

Most Valuable Metrics Aggregate volume: Word count gives you negotiating power Number of projects shows the big picture: Which business units submit the most projects Which source/target languages are most common

Most Valuable Metrics Aggregate volume (continued): Number of LSPs Where are the hidden translators? How many translate the same languages? Which business units do the same same languages?

Most Valuable Metrics 2. Turnaround Time: Deadlines for: Internationalization (i18n) Translation In-country review Edits DTP Final deadline

Most Valuable Metrics 2. Turnaround Time: A clear idea of delays internally AND externally Metrics can pinpoint delays to help avoid them on future projects Get realistic timeframes for future projects

Most Valuable Metrics 3. TM Analysis: Content reuse New words submitted, words matched Match rates 100% & partial matches TM match trends (time) Overall TM match savings ($)

Most Valuable Metrics 3. TM Analysis: Provide a blueprint of savings on each project/enterprise-wide Quantifies the value of a centralized TM (even if segregated by business unit) Time savings based on matched language pairs Amount being saved based on past project reusability

Most Valuable Metrics 4. LSP Performance Ratings: Based on common problems: Quality - number of defects per 1000 words Average delivery times Cost-competitiveness

Most Valuable Metrics 4. LSP Performance Ratings: Which translators are performing better than others Which translators are best suited for each specific project Better position to negotiate annual contract rates

Most Valuable Metrics 5. Cost savings: i18n costs Project management costs Translation costs Review costs DTP costs Accumulative cost Bid savings?

Bid Savings Bidding creates a buyer’s market! $37 Billion industry 28,000+ LSPs 250,000+ Certified Translators Bid it out! Printing is also a Commodity! $72 Billion Industry with 25,100 Printers

Define your current process. Where do these metrics fit? Process Optimization Define your current process. Where do these metrics fit?

Process Optimization

Process Optimization Contract pricing from the LSP – review metrics to prepare for next step

Process Optimization

Process Optimization Bid stage – Use the LSP performance ratings to choose the best translator for each specific project

Process Optimization

Process Optimization Translation and review stage Ask your reviewer to answer these 9 questions:

Process Optimization Translation and review stage – update quality metrics

Process Optimization

Process Optimization Project completion stage: turnaround time Update your metrics and analyze the data Did a delay occur? What was the cause and how can it be avoided?

Process Optimization

Process Optimization TM updates stage – analyze cost tracking metrics

Process Optimization TM updates stage – analyze match rate metrics

Process Optimization TM updates stage – analyze cost tracking metrics

Metrics Dashboard (Automated)

Measuring Savings Where’s the Money? 24-33% savings (average) 1st year 40% second year Above 50% in third year

Review What are the issues with the typical translation process? Can current metrics solve the common problems? The most valuable metrics for process improvement Optimizing the translation process with comprehensive metrics Cost tracking metrics: measuring savings

Presenter: Scott Carothers Q & A Session Questions? Presenter: Scott Carothers Scott@theTechnologyAgency.com 502.719.9565