Gilbane – Content Metrics: Tools for Measuring ROI in Global Content Infrastructures

What are the tools and technologies available in the marketplace to help you define metrics.

Moderator: Mary Laplante – Gilbane Group

  • Metrics are important to measure and to understand where global content is going to impact the business.
  • Formulas for measure are non-existent — you have to measure what’s relavant to your business.
  • Measuring global content value (Faster resolution of customer questions or problems – 33%; Decrease in customer service – 33%; increased regional based sales, other measurements; increased brand recognition)
  • Once you have figure out what you want to measure, how can technology help?

Panel:

Robinson Kelly – Clay Tablet
Michael Martyn – Enthink
Swamy Viswanathan – Language Weaver

Robinson Kelly – Metrics that Matter (and how to track them)

  • Metrics are part of a broader business practice
  • Track pinch points in the value chain
  • Simple metrics to track — Content reuse; content publication efficiency; multilingual content authoring efficiency; TM/MT effectiveness; cross-vendor efficiency, cost control; end-to-end process efficiency
  • Remember the big picture – Beware the “pennies-per-word” trap; Consider and measure the big process picture; Aggregate wins make it worthwhile; Be inclusive and open to ensure clarity

Michael – Enthink

  • Global Content Value Chain (Project Lifecycle; Translation Bridge; Taxonomy Manager) — Assessment and Measurement included in each stage along the way
  • Challenges – Translation costs, development costs, process costs, number of projects and complexity (believes in parent / child relationship in regards to content management), speed to market, localized content within global content, globalized content delivery
  • How do you measure and what do you measure? Data and analytics & User Feedback
  • Total Cost of Ownership – Example
    • Number of site pages
      4000
    • x % of content changed per month
      10% (400 pages)
    • x number off languages
      5 (2000 pages)
    • x time to create page
      15 min / page
    • = Total translation time
      62.5 days (3+ months)

Swamy – Language Weaver

  • Why Translation Matters (Changing web demographics – bulk of new web users don’t speak English; SEO – make content findable in native language; Community engagement; Long tail)
  • Options for translation (Human translation; Automated translation + post-edit; Fully-edited translation)
  • Start with a content type in mind and you can relate it to the ROI you want to achieve and the technology you want to apply to translate it.
  • Every translation comes along with a number that measures utility
  • TripAdvisor uses the automated translations on their reviews – language is not just an abstract notion but also is a cultural issue that varies between markets
  • Using automated translations for real-time video feeds for the US government
  • The point as which automated translations is different for each type of content, but making sure that the business users know what content they want to use automated translations for, what the trust score is and how they want to use the automated content
  • Support.Intel.com is using automated translation from Language Weaver to translate into 6 languages with two more languages to come.
  • Three questions: Does it impact bounce rate, does it increase the time on the page and does it increase the click through rate on a page.