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Selling Different Levels of Quality
by Hélène Pielmeier, Doug Lawrence, April 21, 2014, 8 Pages
Go to any translators’ forum or language conference and you will find many discussions about quality. Some language service providers (LSPs) advertise their ability to deliver different levels of quality based on their clients’ needs. Should . . .
Maximize the Return of Your Trade Show and Conference Strategy
How LSPs can leverage events to win more business and increase brand awareness
by Hélène Pielmeier, Donald A. DePalma, April 08, 2014, 33 Pages
Language service providers (LSPs) cite trade shows and conferences as the most effective source of revenue-generating leads (see “Marketing Strategies for LSPs,” Mar14). This finding is in line with what companies in other industries experience . . .
Why MT Doesn’t Appeal to Some Buyers
by Vijayalaxmi Hegde, April 02, 2014, 4 Pages
Ever-growing language needs and tighter budgets put pressure on human-produced translation models. Common Sense Advisory has long contended that machine translation (MT) will be part of the solution for certain types of content, but not all (see “Transformative . . .
The Top 100 Global Websites for 2014
by Benjamin B. Sargent, March 31, 2014, 7 Pages
Since 2008, Common Sense Advisory has ranked global websites by examining language coverage and ease of use for geolingual visitors – guests arriving from other countries or speaking a language other than the default offered by the site. This year, . . .
How to Assess the Revenue Opportunity of Clients
by Hélène Pielmeier, Doug Lawrence, March 19, 2014, 5 Pages
It is usually much easier to gain additional revenue from existing clients than from new ones. But how do you systematically maximize revenues from your customer base? The first step is to find out how much your clients spend on language-related services . . .
Optimizing Global Customer Experience
Auto-Navigation, Meta-Navigation, and Content Filtering on Global Websites
by Benjamin B. Sargent, Vijayalaxmi Hegde, March 18, 2014, 39 Pages
How quickly and painlessly guests find country and language appropriate content will determine the success or failure of customer experience on global websites. When the controls available on the website encumber or confuse, visitors leave before accomplishing . . .
How to Set Up a Globalization Program Office (GPO)
by Rebecca Ray, March 06, 2014, 5 Pages
What return on investment (ROI) should you expect from setting up a Globalization Program Office or a Center of Excellence for Globalization? What must you consider before creating one? Which enterprise functions should it support? Who should fund it? . . .
On-Boarding New Consumers of Translation Services
by Rebecca Ray, March 06, 2014, 6 Pages
Are you ramping up to offer translation and localization services to the first few groups in your organization? Or perhaps teams are already clamoring to be taken on board faster than you can absorb them? Common Sense Advisory has put together guidelines . . .
Marketing Strategies for LSPs
Everything You Wanted to Know but Were Afraid to Ask
by Hélène Pielmeier, Benjamin B. Sargent, March 03, 2014, 57 Pages
Word of mouth that stems from production excellence remains an effective method to acquire new clients. However, that isn’t sufficient for language service providers (LSPs) to grow their businesses sustainably. Advancing the message about a company’s . . .
What’s on the Mind of the Agile-ized Buyer?
by Rebecca Ray, February 25, 2014, 4 Pages
Buy-side research from Common Sense Advisory confirms that Agile is the new normal that breaks localization production models due to smaller translation volumes that must be translated more frequently. In interviews conducted in September 2013, 21 companies . . .
Helping Your Clients’ Customers Read and Buy More
by Donald A. DePalma, February 24, 2014, 5 Pages
Do translated websites generate more revenue for your customers than monolingual sites? Answers to this basic question drive every client’s return-on-investment analysis for localizing their web presence. This brief includes information about research . . .
Can't Read, Won't Buy
How Translation Affects the Web Customer Experience and E-Commerce Growth
by Donald A. DePalma, Robert G. Stewart, Vijayalaxmi Hegde, February 21, 2014, 59 Pages
If you read English natively, you have enjoyed the best of the web since its creation. Content in this language has dominated the medium for nearly two decades while companies have catered to Anglophone markets and the enormous spending they generate . . .
Language Industry: Get Ready for Some Disruption!
by Hélène Pielmeier, February 19, 2014, 4 Pages
Unlike innovative commerce companies such as Amazon or Netflix, providers in the language service industry struggle to revolutionize their offerings. With the vast array of tools and capabilities within easy reach of a large number of . . .
Selecting LSPs for Agile: What Mother Never Told You
by Rebecca Ray, February 03, 2014, 2 Pages
Delivering localized products for software developers running on Agile does not happen overnight. It requires a transition plan to enable localization teams - and their language suppliers - to shift from processing content in a linear fashion to adeptly . . .
Adding Languages to Websites – It Gets Easier
by Benjamin B. Sargent, January 31, 2014, 3 Pages
Common Sense Advisory has long found that companies are able to add languages more quickly once they reach a critical mass. This observation was anecdotal, based on interviews with practitioners. Now we have solid evidence. New data shows a direct correlation . . .
Ten Common Marketing Mistakes that LSPs Make
by Hélène Pielmeier, January 27, 2014, 4 Pages
LSPs of all size can make mistakes when promoting their brand. Common Sense Advisory collected observations from research, advisory, and consulting practice to identify common mistakes and recommendations to bypass the issues. . . .
Portal-Based Client Interactions
How Technology Facilitates Better Service Delivery
by Benjamin B. Sargent, Hélène Pielmeier, January 02, 2014, 40 Pages
The adoption − some say “imposition” – of portals for client interactions has been a hot topic for many years. Some people sing the praises of portal-based interactions while others lament the loss of “personal touch.”  This . . .
The Rise of Long-Tail Languages
by Benjamin B. Sargent, December 31, 2013, 5 Pages
In ongoing research covering the economic value of online languages, Common Sense Advisory documents the dramatic rise of long-tail languages (see “World Online Wallet Shifts toward Asia in 2010,” Sep10; “ROI Lifts the Long Tail of . . .
Assessing the World’s Most Prominent Websites
The Global Website Assessment Index for 2013
by Benjamin B. Sargent, Vijayalaxmi Hegde, December 30, 2013, 90 Pages
Each year, Common Sense Advisory examines many hundreds of websites to document the common localization practices among the top brands and most visible websites. This year’s report looks at language popularity on 2,787 prominent websites, and . . .
Agile: A Quick Introduction for Localization Teams
by Donald A. DePalma, Rebecca Ray, December 27, 2013, 4 Pages
The Agile software development methodology is the new norm and is here to stay. If your organization develops software of any kind – whether for internal use, embedded applications, or external sale – there is an excellent chance that at least . . .
Localization at the Speed of Agile
by Rebecca Ray, Donald A. DePalma, December 27, 2013, 44 Pages
Common Sense Advisory contends that current localization production models break down as teams scramble to stretch them to fit Agile. What lessons can veteran localizers learn from colleagues who have Agile-ized their teams? What are the most important . . .
Is Traditional Linguistic Validation Still the Way to Go?
by Hélène Pielmeier, December 16, 2013, 17 Pages
With an increasing number of languages and volumes of content to support, the conventional translation validation process is bursting at the seams. In-country or third-party reviews – often called client language reviews by vendors – are notorious . . .
Data Leakage from Free Machine Translation
by Donald A. DePalma, Hélène Pielmeier, November 29, 2013, 4 Pages
The ubiquity and widespread use of free machine translation options present data security challenges to enterprises that otherwise restrict access to privileged content. In this brief, we recount what respondents to Common Sense Advisory’s 2013 . . .
Where Open Source Fits in Language Technology
by Donald A. DePalma, November 29, 2013, 10 Pages
Open-source software has long been an option for translators, language service providers, and enterprises. In this brief, Common Sense Advisory discusses open-source software (OSS) for the language sector, the rationale for developing it, and six OSS . . .
LSPs Need to Know When to Turn Down a Client
by Hélène Pielmeier, November 08, 2013, 4 Pages
It is hard enough to get a job through the door, especially in tough economic times, so why would you reject an opportunity? Most language service providers (LSPs) morph over time based on client inquiries that force them to evolve. As a result, they . . .
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