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Four Trends in Intelligent Content for LSPs
by Arle Lommel, Donald A. DePalma, September 18, 2018, 23 Pages View abstract 
Intelligent content consists of text, graphics, video, or audio materials that are self-describing, semantically rich, and interlinked. Because they encode meaning in machine-interpretable formats, computers can re-format, re-purpose, and transform them . . .
Four Futures for Global Intelligent Content
by Arle Lommel, Donald A. DePalma, September 07, 2018, 25 Pages View abstract 
Machine learning may be a buzzword right now, but the transformations it enables are as important as the shift to digitalization that began in the 1980s and took off with the internet. Starting in 2015, the combination of big data – amplified by . . .
Deploying Multilingual Support Knowledge Bases
by Rebecca Ray, Arle Lommel, May 10, 2018, 19 Pages View abstract 
Customers are now in control of when, where, and how they engage with brands. Therefore, it's time for companies to more tightly integrate their multilingual support knowledge bases (KBs) into the global customer experience (GCX), rather than leaving . . .
The Winds of Content Are Changing
by Arle Lommel, August 28, 2017, 11 Pages View abstract 
Content creation and production are undergoing fundamental change. They are moving earlier in the process of building a product or service. In some cases, the boundaries between product and content are blurring or even vanishing. Purposes and audiences . . .
Content Source Optimization: A Checklist
by Arle Lommel, Rebecca Ray, April 27, 2017, 12 Pages View abstract 
Organizations that struggle to control translation costs and improve quality often find that addressing problems after they occur yields only modest gains, but when they look upstream and improve their source content, it can deliver substantial benefits . . .
Open-Source Language-Industry Ecosystems
by Arle Lommel, September 16, 2016, 18 Pages View abstract 
Where does open-source software (OSS) fit in the language sector? This brief updates our earlier analysis of six tools – GlobalSight, Moses, Okapi, OmegaT, ]project-open[, and TermWiki – and adds information on six more solutions: LanguageTool, . . .
Pragmatic Global Content Strategy
Managing Global Information Overload
by Rebecca Ray, Donald A. DePalma, April 27, 2016, 33 Pages View abstract 
Digital marketers, localization managers, and corporate planners want guidelines and data to help them decide which materials to translate and how much to translate. This report answers that question by showing how to develop and use marketing personas, . . .
Simplifying Multilingual Content Production with ITS 2.0
by Arle Lommel, January 31, 2016, 7 Pages View abstract 
Global enterprises require efficient and cost-effective localization of XML content, but achieving this goal can be challenging due to the variety of forms XML can take. While HTML content is easier to localize, it often has its own complexities. The . . .
Six Questions to Ask When Rethinking Linguistic QA
by Rebecca Ray, January 01, 2015, 3 Pages View abstract 
Linguistic quality assurance (QA) continues to be an evergreen topic for buyers of translation and localization services. It remains a frequent source of schedule delays and eats up large portions of language outsourcing budgets. If you are currently . . .
What Should We Localize, and How Deep Should We Go?
by Rebecca Ray, November 03, 2014, 5 Pages View abstract 
Revenue from emerging markets represents sizable chunks of total revenue for many companies nowadays. The nature of documentation is changing as more and more of it is accessed through the cloud and made available via mobile. At the same time, localized . . .
Why MT Doesn’t Appeal to Some Buyers
by Vijayalaxmi Hegde, Donald A. DePalma, April 02, 2014, 4 Pages View abstract 
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 Quality-Availability Debate around MT
by Donald A. DePalma, October 04, 2013, 2 Pages View abstract 
Common Sense Advisory sees rapidly growing interest in machine translation (MT). However, our most recent survey on the technology found significant discomfort in applying the technology more widely and energetically (see “Human-Enhanced Machine . . .
Adding Transcreation to the Corporate Toolbox
by Rebecca Ray, October 03, 2013, 3 Pages View abstract 
The competition for emerging consumers worldwide continues to heat up, forcing companies to take local market preferences into account much sooner when developing their messaging and product rollouts (see "Market Entry Decisions," Jul13). Transcreation . . .
The Link between Price and Translation Quality
One Relationship in a Much Larger Web of Quality
by Rebecca Ray, Donald A. DePalma, Hélène Pielmeier, February 19, 2013, 30 Pages View abstract 
Buyer and supplier managers base important business decisions on the assumption that paying more or less for translation affects linguistic quality – regardless of whether they are responsible for translation or localization, vendor relations, procurement, . . .
Can’t Bank, Won’t Buy: A Case Study from India
by Vijayalaxmi Hegde, Nataly Kelly, February 27, 2012, 8 Pages View abstract 
We’ve written in the past about the fact that people won’t buy what they cannot understand (“Can’t Read, Won’t Buy: Why Language Matters on Global Websites,” Sep06). But before people can fully contribute to the local . . .
Content Strategy for the Global Enterprise
Integrating Translation into an Overall Plan for Global Growth
by Donald A. DePalma, Merle Tenney, April 29, 2011, 43 Pages View abstract 
If your organization uses computers, then you generate disks and clouds full of content that must be managed. If your organization operates internationally, it has to manage this content on a global scale. Everyone needs a strategy to harness the enormous . . .
How Much Does Content Cost?
How Much Does Content Cost?
by Donald A. DePalma, February 22, 2011, 2 Pages View abstract 
Ever since Common Sense Advisory conducted its first research into content management, we have been asking people what it costs to generate the source that gets re-purposed and translated into dozens of languages. From the beginning, many have told . . .
From Reactive to Repeatable Localization Maturity
by Donald A. DePalma, January 21, 2011, 5 Pages View abstract 
Do localization efforts at your company seem chaotic? Are you one of the only people who champion multilingual activities at your organization? If you’re at a stage where you have very few defined localization processes, no real budget, and a . . .
The Lure of One-Stop Shopping for Language Software
by Donald A. DePalma, November 29, 2010, 2 Pages View abstract 
Language technology suppliers offer everything from “point products” that meet a particular need to comprehensive suites of software meant to address an entire value chain. In this brief, we discuss the appeal, pros, and cons of these suites . . .
Writing for Global Audiences
by Nataly Kelly, November 29, 2010, 5 Pages View abstract 
Translation and localization professionals often point out that quality starts at the source. Poorly constructed text is notoriously difficult to translate, but the definition of “good writing” may vary from one language to another. In this . . .
Tech-Savvy Language Service Providers
The Five Technology Adoption Styles of LSPs
by Benjamin B. Sargent, Donald A. DePalma, August 31, 2010, 41 Pages View abstract 
This report examines LSP approaches and attitudes towards use of technology in translation operations, exploring opportunities for both business process and language process automation. This qualitative research is based on site visits and in-depth interviews . . .
Translation Memory: Who Should Own It? And Why?
by Donald A. DePalma, August 11, 2010, 3 Pages View abstract 
Companies that buy language services and agencies that sell these services ask us to help them deal with conflicts about translation memory (TM) ownership. Our standard response has been that translation memories are works performed as hire or constitute . . .
For Technophobic LSPs: The Train Is Leaving the Station
by Benjamin B. Sargent, Nataly Kelly, August 03, 2010, 4 Pages View abstract 
Many language service providers (LSPs) ask us whether or not to integrate technology into their service offerings and business models. We’ve answered “yes” to this question, but now we have data that convincingly demonstrates why. Our . . .
2010 TMS Scorecard: Plunet BusinessManager
by Benjamin B. Sargent, July 23, 2010, 8 Pages View abstract 
Our September 2008 report “Translation Management Systems” contained 24 scorecards (and two more were added in 2009). This publication updates the scorecard for Plunet BusinessManager product based on its version 5.0 release in June 2010. . . .
Translation Technology in the Cloud
by Donald A. DePalma, June 28, 2010, 2 Pages View abstract 
Translation tools are following many corporate applications to a hosted, web-based, or software-as-a-service (SaaS) model. A wide range of computer-aided translation (CAT) tools, translation management systems (TMS), terminology management, and machine . . .
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