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Monetize Your Association Assets — Build A Foreign Language Translation Library

Monetize Your Association Assets — Build A Foreign Language Translation Library

Your Foreign Language Translation Library Is A Hidden Asset

If you’re responsible for the growth of your association membership and/or the improvement of member services, a significant opportunity may be available for you. You can monetize one of your most important assets — your industry-specific terminology and knowledge — by building a foreign language translation library. This multilingual glossary enables members to enhance their translations with augmented intelligence.

This can help members to save significantly on foreign language translations. It’s a process they encounter all the time if they’re doing business in non-English speaking countries. And who isn’t these days?

Here’s what typically happens:

  • A member company needs to translate its product documentation, promotional content, advertising, Web site, contracts, or other essential communications related to their business.
  • They engage a translation company and pay the going rate to translate EVERY WORD of their content. And they pay too much.
  • If they expect to do a number of translation projects, they might work with their language service provider to build a library of the most commonly used words, terms, and expressions which are particular to their business and, most likely, to their industry.
  • On subsequent projects, this library serves as a repository of already translated terms. This means your member will save time and money by not having to translate the same words again.

Now, imagine that instead of building a library of already translated terms on their own, one project at a time, members benefit from referencing a massive library of words, terms, and expressions across your entire industry or association? It would include terms they may not have thought about yet, but ones that have proven important to other members who are more advanced in their business.

And imagine if this massive industry library of relevant terms was set up and owned by your association? How much would that be worth to you each year in member retention and acquisition? It could be a standard benefit for everyone, or you could monetize it further by offering it as a premium service.

How would you go about setting up such a valuable library? You would talk to us. We’ve been in the translation business for 50 years — serving major Fortune 100 and AmLaw 100 clients for decades. And we’ve been building and managing sometimes massive proprietary libraries for almost all of them. We offer:

  • the technology (including machine, neural, and human translation);
  • the know-how (including fluency in 120+ languages and cultures, and a carefully screened and tested network of 7,500 translators);
  • and the experience (including 50 years of service and 6 quality and cost options).

Finally, your data will be secure. Any library we create for you will be proprietary to your association and the members to whom you provide access. No one else will access your data. Our ISO 27001 certification in information security management guarantees it.

Monetize your industry knowledge for your members, and your association, today.

EDITOR’S NOTE: Linguistic Systems uses a combination of advanced proprietary technology and 7,500 skilled, certified translators to deliver high-quality translations in 120+ languages. With 50 years and billions of words of experience serving 25,000 clients, you can trust us to build your foreign language translation library.

Behavioral Targeting: What 60% of Foreign Buyers Prefer

Behavioral Targeting: What 60% of Foreign Buyers Prefer

The Mother of All Behavioral Differentiators

If you’re a marketer or product owner, behavioral targeting is an awesome aspect of the digital age. You can better understand the behaviors of current and potential customers by observing their real-world actions – typically online or on your site.

Behavioral targeting is presumed to be a strong predictor of consumers’ intentions and future behavior. For example, if someone performs a search related to a specific software application, and then they visit your site and two international competitors that offer similar solutions, it’s assumed they’re in the process of evaluating the benefits of this software.

” … what if you’re ignoring the strongest predictor of international consumers’ intentions, preferences, and purchasing behavior?”

If they spend considerable time on your pricing page, it may be evidence that they’re closing in on a buying decision. And if they next click on your website’s little flags to see what languages you offer, it might be assumed they’re looking for your international pricing. And this conclusion could be very wrong.

Behavioral targeting is not an exact science. It analyzes millions of data points and micro-events to attempt to predict what consumers prefer and what they’re likely to do next. But it can miss the strongest predictor of international consumers’ intentions, preferences, and purchasing behavior? Want to know what that is?

It’s their native language. It’s what they spoke as they learned to communicate for the first time. They spoke it before they left home … before they may have attended college … and before they learned English as a second (or third, or fourth) language to further their career.

Why is communicating in native language so important?

Our “mother-tongue,” likely, came from our mother. Its sounds and rhythm connect with us at a deep emotional level – in the parts of our brain where most decision-making originates. When customers are making decisions about your products or brand, it makes sense to persuade them in the language they’re most connected to.

There’s more evidence from research firm, Common Sense Advisory. In their study of 3,002 ecommerce buyers from 10 countries, “Can’t Read, Won’t Buy,” 56% of consumers declared that they spent more time browsing sites in their native language (than in English), or they boycotted English-language sites altogether. (For more details, see our related article: How to Increase Web Content Engagement Internationally.)

In terms of purchasing, the study found that 60% of foreign-language consumers rarely or never purchase from English language sites while only 12% make “most or all” purchases on English-language sites. (See our second related article: Target Your eCommerce Translation Dollars.)

Can you afford to write off more than half of your foreign-language visitors and potential buyers? We didn’t think so either.

To put your behavioral targeting on steroids, start by communicating in native language with your international prospects. It’s like doubling your reach for the cost of a translation. And you’ll be connecting with customers at a deeper level, in the language they prefer … their own.

EDITOR’S NOTE: Linguistic Systems uses a combination of advanced proprietary technology and 7,500 skilled, certified translators to deliver high-quality translations in 120+ languages. Trust us with your next translation project.

Target Your eCommerce Translation Dollars

Target Your eCommerce Translation Dollars

Optimize Your eCommerce Translation Budget and Cover More Markets

Most ecommerce buyers prefer to purchase in their own language. Not a revolutionary concept, right?

But there’s a way to target your ecommerce website translations smartly so that you preserve precious translation dollars while covering more countries than you may have thought possible. This article will explain how.

(Note: As background, we covered the lead-up to this article in a related post on international engagement.)

According to a Common Sense Advisory study of 3,002 ecommerce buyers across 10 non-English speaking countries, 60% buy on English language sites “never or rarely,” while another 28% buy only “some things in English.” That’s as many as 88% of non-English speaking buyers who prefer to shop in their native language.

Want more proof? CSA found that 73% of Japanese ecommerce buyers preferred buying from sites that were in their native tongue. 61% of French purchasers felt the same, as did 58% of Germans and 54% of Chinese.

Accepting that native language content is arguably the ideal strategy in any foreign language market, it may not always be affordable. We get that. 

“Respondents were 74% more likely to purchase the same brand again if the after-sales care is in their own language.”

And having to drop an important country from translation consideration because of cost means you may have to choose between France versus Germany or China versus Japan where your ecommerce website content will appear in all-English. Not a preferred choice.

The good news: Common Sense Advisory has identified key areas of ecommerce web content where you can best target your translation dollars with a hybrid strategy, and afford to cover more countries in the process.

Here’s what they found:

• For similar products, 75% of respondents prefer to purchase from sites that have product information in native language. Product information was associated with pre-sales decision making.

• For post-sales support, 51% buy only from sites with the user instructions or owner’s manual in native language.

• Prospects expect product information in their own language during the decision-making process although they are more accepting of post-sales support materials in English because these are thought to be needed only if there is a problem.

An examination of the effect of brand awareness produced interesting findings as well:

• 66% of respondents would prefer to purchase from a global brand with a good reputation (even if not all content is in native language) over a little-known local brand. However, this interest drops off significantly as respondents’ English language skills decline.

• The brands which are best positioned to capitalize on this phenomena are well-known consumer brands whose products need little instruction related to how they should be consumed. Examples include apparel, personal care products, electronics, food, etc.

• Brands who should strongly consider translating their content are those that are less-known in foreign markets or those serving business-to-business markets, technical and medical fields, or other complex areas.

In relation to repeat or follow-on sales, the CSA report had some of its most important insights:

• Respondents were 74% more likely to purchase the same brand again if the after-sales care is in their own language.

• This was true across all levels of English proficiency, and particularly relevant for industries that rely on recurring sales or where the lifetime value is higher than the return from a first sale.

• Translating product manuals and user guides is far less expensive than staffing call centers in multiple languages – particularly in high-wage markets such as Germany or Japan.

The main takeaway is that you don’t need to translate everything to be successful with your ecommerce in foreign markets. But by targeting your translation dollars to key stages of the customer journey, you can afford to cover more markets than you may have thought.

Can’t Read, Won’t Buy: How Translation Affects the Web Customer Experience and E-Commerce Growth was written by Donald A. DePalma, Vijayalaxmi Hegde, and Robert G. Stewart, February 2014, published by Common Sense Advisory.

EDITOR’S NOTE: Linguistic Systems has delivered high-quality translations in 120+ languages for 50 years. Trust us with your next translation project.

How to Increase Web Content Engagement Internationally

How to Increase Web Content Engagement Internationally

Quick Answer: Translate It

There’s a common belief that for many subject areas — academia and science, technology, financial services, and digital content come to mind – English language content is sufficient for most international customers.

But that’s a risky assumption. Here’s why.

A global study of more than 3,000 consumers in 10 countries by Common Sense Advisory asked respondents to rate their English language reading skills when buying products or services online. The result: 48% claimed to have a “good or better” understanding of English, despite missing some details.

This seems to make the opposite case – that almost half of international consumers could be served satisfactorily in English. But look closer.

The study didn’t test for English proficiency, it merely asked about consumers’ confidence levels. German citizens, who arguably have the best English language skills among the non-English countries, only rated themselves at the 48% confidence level. Some respondents from other countries who claimed higher confidence may, in fact, have less proficiency.

“… but for the other 79% of total respondents, as confidence [in English language proficiency] drops, so does engagement with English language content.”

For the 21% of respondents who were “confident” about their English language skills, they were more comfortable visiting English language sites:

• 77% visited at least daily;

• 23% visited only occasionally or rarely. But for the other 79% of total respondents, as confidence drops, so does engagement with English language content.

For respondents who rated their proficiency as “good”:

• Only 40% visit English language sites at least daily;

• 59% visit occasionally or rarely.

For respondents who assess their English skills as only “partial”:

• Only 19% visit English language sites at least daily;

• 75% visit only occasionally or rarely. Finally, for respondents who categorize their English language comprehension as “insufficient”:

• Only 7% visit English language sites at least daily;

• 72% visit rarely or never.

Visitors Spend More Time with Their Native Language

Across the 10 countries surveyed, 56% of respondents spent more time on sites in their native language or they don’t visit English language sites at all. Some 24% spent the same amount of time regardless of language.

Common Sense Advisory maintains that lack of English proficiency is a worldwide phenomenon. And as the data from their “Can’t Read, Won’t Buy” study shows, if consumers are not fully confident in their English language comprehension, an English-only web strategy is an insufficient way to engage them.

You knew we’d say that, right? But now you know why.

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Can’t Read, Won’t Buy: How Translation Affects the Web Customer Experience and E-Commerce Growth was written by Donald A. DePalma, Vijayalaxmi Hegde, and Robert G. Stewart, February 2014, published by Common Sense Advisory.

EDITOR’S NOTE: Linguistic Systems has delivered high-quality translations in 120+ languages for 50 years. Trust us with your next translation project.

3 Tips for Navigating the World of Foreign Language Data

3 Tips for Navigating the World of Foreign Language Data

Leveraging Technology to Energize eDiscovery

This blog post was created by John Del Piero, Vice President of Global e-Discovery Solutions at Discovia, and it is presented with the permission of Relativity. We thank them for allowing us to share this content with you.

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Rarely does a review project shape up exactly the way we predict. Litigation support teams need agility and flexibility to be prepared for everything eDiscovery can and will throw their way.

Growing data volumes are an obvious contributor to this reality, but so is today’s international landscape. Globalization means more foreign language documents are finding their way into company data stores, and that results in added complications during eDiscovery for both litigation and investigations.

If you’re starting to see that foreign language data is becoming a bigger part of everyday eDiscovery, here’s how to get ahead of the complexity.

1) Think multilingually.

It is important to always be prepared for foreign language data that may appear in your collections. Odds are good that your business—or your client’s business—involves some dealings in another country, whether via product sales, outsourced services, or recruiting efforts. Modern business means foreign language documents are always a possibility, if not likely.

For example, our team recently kicked off a relatively small internal investigation involving five custodians. After initial strategizing with the client, we knew we might need to handle foreign language data. Even though we didn’t know what languages or volumes to expect, we were fortunate to have prepared the right technological workflows, including tapping a specialized translation plugin for our review workspace, in advance. It turned out that this small investigation became a big one, and more than 10 million documents involving English, Russian, and several Middle Eastern languages were collected when all was said and done.

Bonus Tip: You can also use early case assessment workflows to perform analytics on your case and identify which foreign languages are used in which documents.

2) Hone in on foreign language insights with the right technology.

The days of setting aside individual documents with foreign language content during a manual, linear review so they can be attended to separately by native speakers are more or less behind us. Case teams can now take advantage of text analytics to identify those documents at the very start of the review.

The benefit here is that, while still requiring a separate workflow, these documents can undergo a first-pass review simultaneously alongside the English documents—instead of being flagged and funneled into a separate process as reviewers churn through the entire data set manually.

Working with foreign languages in your e-discovery software also means identifying the right stop words—common terms that the system will ignore, such as “the” or “it”—for searching and analytics, so be sure to have a proper understanding of those dictionaries from the start.

You can also get creative during searching by looking into slang or other regional terms that could be present in your data set.

Creating a unique analytics index for each language is a good way to ensure you’re making the most of your system’s conceptual analysis of the data. Additionally, work closely with foreign language experts to identify any foreign names or terms that could but should not be translated, such as “Deutsche Telekom,” and dig into foreign keyword search criteria that may uncover the most important files by helping to create clusters—conceptually related groups of documents that can be automatically organized by the system.

Bonus Tip: Taking note of some special considerations for use on foreign languages, leverage email threading and other analytics features on this data for better organization with minimal human input.

3) Know you have options for translation.

All of those technology options mean that a slow linear review by native speakers is no longer necessary—at least not to the full extent it once was.

However, once you’ve identified potentially relevant materials via these workflows, you still need to get the data into the hands of the experts on your project. You can’t build a convincing case strategy based on second-hand reports of the stories the documents are telling—at some point you’ll need accurate document translation to provide evidence.

Fortunately, even translation is a different animal when you have the right technology and workflows in place. Machine translation is a very low cost option, but you must be careful. It can provide a gist meaning, but is unreliable for the true meaning of any sentence.

While convenient and fast, machine translation may produce misleading information—and some of it may be simply incomprehensible. For reliable accuracy, consider human revision of the machine’s results.

“In the end, it cost 65 percent less than we anticipated for a manual translation — and we gathered all the insight we needed, easily within the time allowed.”

For instance, on that same case of 10 million documents, our team ended up with more than 70,000 files that required translation—and the task seemed daunting.

Working closely with Linguistic Systems, a Relativity developer partner, we were able to identify a collaborative, hybrid workflow that utilized post-editing of the machine translation to split the difference between the cost-effectiveness of machine translation and the refined accuracy of human translation.

In the end, it cost 65 percent less than we anticipated for a manual translation—and we gathered all the insight we needed, easily within the time allowed.

Bonus Tip: Specialized tools that can be added directly to your review workspace support translation workflows in real time, so you don’t have to move data around. Discovia worked with the Relativity Developer Partner, Linguistic Systems, Inc., who does this translation work through their proprietary LSI Translation Plug-in, an application in the Relativity Ecosystem.

When it comes down to it, tackling foreign language data is yet another example of how modern e-discovery requires a healthy balance of technology, expertise, and collaboration. How do you ensure you’re sticking the landing on feats like these? Let us know in the comments.

John Del Piero is Vice President of Global eDiscovery solutions at Discovia, where he helps foster effective partnerships with law firms and corporations tackling complex litigation and investigations. He joined Discovia in 2010.

EDITOR’S NOTE: For 50 years, Linguistic Systems has served Fortune 100 corporate legal departments and AmLaw 100 firms. Trust us with your next translation project.