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Optimizing Content for MT: A Checklist
by Arle Lommel, Rebecca Ray, May 10, 2017, 5 Pages View abstract 
Content source optimization (CSO) refers to the process of preparing text, graphics, and other content components for translation. It eliminates obstacles to efficient conversions into another language and creates material in a form suitable for multiple . . .
 
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 . . .
 
Automation: Implementing Technology within Limits
by Rebecca Ray, Donald A. DePalma, February 23, 2017, 11 Pages View abstract 
CSA Research carried out an extensive data collection and analysis exercise in preparation for Localization Maturity ModelTM (LMM) 3.0. We conducted a comprehensive survey of enterprise buyers of language services in 15 countries in June and July . . .
 
SEO Essentials for Global Brands
by Benjamin B. Sargent, December 30, 2016, 6 Pages View abstract 
More than 90% of customer journeys begin with search. SEO-generated visits achieve higher conversion rates than other digital lead sources. Yet many international brands tell us their implementation and processes for SEO remain unorganized and half-hearted . . .
 
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 . . .
 
Eight Areas Where You Can Help Clients Improve ASO
by Rebecca Ray, January 26, 2016, 7 Pages View abstract 
Most of us still discover and download mobile apps based on app store searches. These stores operate, by default, as global distribution channels opening access to 155 territories on the iTunes App Store and almost all countries on the planet via Google . . .
 
The Style Guide Challenge
by Rebecca Ray, Hélène Pielmeier, December 21, 2015, 7 Pages View abstract 
Would your CMO or VP of marketing consciously allow translators or language service providers (LSPs) to interpret your brand for the company's international markets? Probably not. However, that's what happens when you leave them on their own to make decisions . . .
 
Eight Tips for Localized App Store Optimization (ASO)
by Rebecca Ray, August 28, 2015, 6 Pages View abstract 
Most of us still discover and download mobile apps based on app store searches. These stores operate, by default, as global distribution channels opening access to 155 territories on the iTunes App Store and almost all countries on the planet via Google . . .
 
Insights on Enterprise Translation Automation
How Clients Deploy Translation Technology
by Donald A. DePalma, Fred Hollowood, April 14, 2015, 49 Pages View abstract 
As your clients expand globally, they struggle to scale content to a range of products, languages, and platforms. The only way to meet this demand is with technology. In this report, CSA Research explores six scenarios for how buyers automate processes . . .
 
Enterprise Translation Automation
Use Cases for Deployment of Translation Technology
by Donald A. DePalma, Fred Hollowood, March 10, 2015, 42 Pages View abstract 
Many organizations employ technology to manage digital content and its translation. Some rely heavily on tools that vendors provide. Others require partners to use proprietary systems that they have developed themselves or bought from commercial suppliers . . .
 
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 . . .
 
Content-Based Marketing Is the New SEO
by Benjamin B. Sargent, April 30, 2014, 2 Pages View abstract 
In old-school search engine optimization (SEO), the idea is to use meta keyword and description fields on every page. In new-school SEO, keyword research still retains its relevance, but its role has changed. Rather than back-filling keywords into content . . .
 
Localization at the Speed of Agile
by Rebecca Ray, Donald A. DePalma, December 27, 2013, 44 Pages View abstract 
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 . . .
 
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, . . .
 
Maturing Buyers Change the Economics of Translation
by Donald A. DePalma, October 04, 2012, 6 Pages View abstract 
Multiple forces have conspired to deflate translation prices (see “Trends in Translation Pricing,” Sep12). Several of those drivers – optimized purchasing, automation, and variable quality − reflect evolving business practices . . .
 
Trends in Translation Pricing
Falling Rates Accompany Changes in Economy and Buying Behaviors
by Donald A. DePalma, Robert G. Stewart, September 28, 2012, 36 Pages View abstract 
Translation prices have tumbled in the two years since Common Sense Advisory last surveyed what providers charge for their work. In this report, we review the results of our 2012 study of translation rates for 222 language pairs from 3,772 providers in . . .
 
Translation Performance Metrics
How to Measure Your Language Services Work
by Rebecca Ray, Nataly Kelly, Robert G. Stewart, December 20, 2011, 36 Pages View abstract 
"What gets measured gets done." While it may seem simple, this statement is at the heart of performance metrics. Unless you measure your results, you cannot possibly tell if your organization is failing or succeeding. However, simply measuring things . . .
 
Reading Levels and Plain Language: Where Localization Begins
by Vijayalaxmi Hegde, June 07, 2011, 3 Pages View abstract 
It’s good business practice to translate content into the languages of your primary web audience, mobile users, or consumers of offline information. But what about the difficulty level of your source and target content? With people of varying literacy . . .
 
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 . . .
 
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