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The ROI of Customer Engagement
The Business Case for Localizing the Global Customer Journey
by Donald A. DePalma, Rebecca Ray, September 15, 2017, 35 Pages View abstract 
Consumers and businesspeople have more choices than ever before. With rare exceptions, they can buy whatever they want, from wherever they want, whenever they want. All that typically stands in the way of buyers getting what they want is their ability . . .
Global Website Assessment Index 2016
by Benjamin B. Sargent, Donald A. DePalma, July 29, 2016, 61 Pages View abstract 
Digital operations require increasing complexity and larger budgets as brands launch content-driven campaigns across a greater number of channels, countries, and languages. Marketing and digital production teams need hard data for building business cases . . .
Boost Your Content Strategy by Learning from Millennials
by Rebecca Ray, April 29, 2016, 2 Pages View abstract 
Digital marketing managers - and the localization teams that support them - can tap into Millennial thinking to deepen content experiences. You can learn a great deal from this generation when updating your one- to three-year strategic plans for global . . .
What to Do When It’s Time to Drop a Language
by Rebecca Ray, February 29, 2016, 7 Pages View abstract 
Translation and localization managers are skilled at adding languages and locales for their products and services, documentation and support, and web and mobile sites (see "Adding Languages to Websites - It Gets Easier," Jan14). However, decommissioning . . .
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 . . .
Digital Campaign Management and Localization
Winning the Attention Game for Global Audiences
by Benjamin B. Sargent, Rebecca Ray, November 18, 2015, 35 Pages View abstract 
Corporate strategy increasingly relies on digital strategy. Content interactions shape everything from brand awareness to customer loyalty. Yet proliferating device platforms, online channels, and content formats challenge even the savviest marketing . . .
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 . . .
How to Elicit International Customer Feedback
by Rebecca Ray, July 31, 2015, 4 Pages View abstract 
Localization managers often find it difficult to provide timely, high-quality feedback from international customers. Colleagues in product marketing question which localized versions to produce in the first place. Digital marketers seek insights on what . . .
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 . . .
How Rogue MT Interrupts the Brand Dialogue
by Donald A. DePalma, August 28, 2014, 5 Pages View abstract 
As soon as visitors to your website use free online machine translation, they break out of the dialogue that you’ve crafted for them. What they see isn’t under your control – they read machine-translated content that doesn’t accurately . . .
Localization Matters for Global Procurement
B2B Preferences for Localized Websites and Products
by Donald A. DePalma, Benjamin B. Sargent, Robert G. Stewart, May 31, 2014, 66 Pages View abstract 
To determine whether localization matters to corporate buyers, Common Sense Advisory surveyed businesspeople with purchasing authority for a range of software and high-tech products. We polled 400 companies across 10 non-English-speaking countries about . . .
The Top 100 Global Websites for 2014
by Benjamin B. Sargent, March 31, 2014, 7 Pages View abstract 
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, . . .
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 View abstract 
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 . . .
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 View abstract 
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 . . .
The Top 30 Online Languages
by Benjamin B. Sargent, November 05, 2013, 7 Pages View abstract 
Whether your international care agency communicates with a global donor base or your manufacturing company markets its wares to consumers in faraway lands, you will need to support a widening variety of languages in just the next couple of years. This . . .
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 . . .
Which Level of Transcreation Works Best for You?
by Rebecca Ray, September 05, 2013, 11 Pages View abstract 
Buyers of language services now consider transcreation more frequently as they race to add Arabic, Indonesian, Russian, and Turkish support for products, web content, mobile applications, and social media (see "Reaching New Markets through Transcreation," . . .
Website Globalization Case Study: Generali.com
by Benjamin B. Sargent, April 02, 2013, 7 Pages View abstract 
In Common Sense Advisory’s 2012 study of the most globalized websites in the world, Generali.com easily made it onto our list of contenders by offering content in 26 languages. However, confusing navigation and a lack of global engagement handicapped . . .
Website Globalization Case Study: Booking.com
by Benjamin B. Sargent, February 15, 2013, 4 Pages View abstract 
In Common Sense Advisory’s 2012 study of the most globalized sites in the world, Booking.com racked up an impressive Global Web Score of 9.29, placing it in fourth place after Facebook, vk.com (a popular Russia-based social networking site), and . . .
The Top 100 Global Websites
The World’s Most Globally Pertinent Websites
by Benjamin B. Sargent, Vijayalaxmi Hegde, December 30, 2012, 42 Pages View abstract 
The purpose of website globalization is to make online experiences available to visitors living in other countries or speaking other languages. In 2012, Common Sense Advisory visited 2,409 prominent websites of large enterprises, global brands, and popular . . .
When Translation Fails to Increase Local Sales
by Rebecca Ray, Vijayalaxmi Hegde, November 30, 2012, 3 Pages View abstract 
All too often, companies dutifully launch translated versions of their products or services, but local markets fail to bite. It’s natural for firms to expect their translation efforts to pay off sooner rather than later. Why isn’t translation . . .
Nine Types of Social Media Localization
by Benjamin B. Sargent, October 29, 2012, 3 Pages View abstract 
Are you confused by all the buzz around social media localization? Our research indicates that not much money is trading hands for such projects in the language services sector, but demand will rise in the coming years. In this brief, we list and describe . . .
A Tale of Two Strategies: Locale-Specific or Global-Generic Branding and Marketing Campaigns?
by Talia Baruch, Benjamin B. Sargent, September 01, 2012, 3 Pages View abstract 
McDonald’s might serve the same fries in New York or Tokyo, but serves wine in Spain and samosas in India. The stark choice between product consistency and divergence at food service companies makes them frequent fodder for business case studies . . .
An Ounce of Name Evaluation Is Worth a Pound of Cure
by Talia Baruch, Nataly Kelly, August 20, 2012, 4 Pages View abstract 
In March 2012, Nike launched a sneaker called the Black and Tan. There was just one problem. To use the words of the president of the Irish Lobby for Immigration Reform, the name of the shoe “would be the American equivalent of calling a sneaker . . .
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