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Global Digital Transformation Staffing: Six Correlations
by Rebecca Ray, December 12, 2018, 7 Pages View abstract 
We present survey results related to staffing from our global digital transformation research series. They are based on a survey of 53 content marketing and localization managers conducted in September 2018 and enable enterprises to benchmark themselves . . .
 
Global Digital Transformation Goals: Four Correlations
by Rebecca Ray, December 05, 2018, 6 Pages View abstract 
We present survey results from our global digital transformation research series based a survey of 53 content marketing and localization managers conducted in September 2018. This data related to goals enables enterprises to benchmark themselves in four . . .
 
Global Digital Transformation: Why Firms Fail
by Rebecca Ray, Donald A. DePalma, October 31, 2018, 13 Pages View abstract 
Achieving success with digital transformation initiatives – especially with audiences outside of an organization’s home market – is difficult. As if the multiple moving parts, stakeholders, and tight deadlines involved weren’t . . .
 
Global Digital Transformation: The Customer Journey
by Rebecca Ray, Donald A. DePalma, October 17, 2018, 19 Pages View abstract 
Localization teams cannot ignore what’s going on around them as corporate goals, staff structures, and processes evolve due to digital transformation initiatives. They must fight for their rightful place in planning and design forums to ensure that . . .
 
Global Content Missteps: How to Avoid Them
by Rebecca Ray, February 28, 2018, 4 Pages View abstract 
Companies still learn the hard way that almost all the content they publish - or that is created by their customers and prospects - is global. Whether or not that content is translated or intended for a specific audience, those viewers will have access . . .
 
Investment Proposal for Adding Language Support for Marketing
A CSA Research Guide to Developing Business Cases
by Rebecca Ray, December 29, 2017, 46 Pages View abstract 
CSA Research designed this presentation as an “ROI by example” guide for translation, localization, and globalization teams. Use it as the basis for developing and presenting investment proposals, business cases, or ROI arguments to add language . . .
 
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 . . .
 
Top 100 Ranking of Global Brand Websites
by Benjamin B. Sargent, November 30, 2016, 7 Pages View abstract 
This brief ranks the 100 most global brands for 2016, based on CSA Research’s annual study of global websites. This year we assessed 2,657 sites. Based on that analysis, we identified 58 best practices for global customer experience (CX). Then we . . .
 
Expanding Global Customer Experience
Best Practices from 150 Companies with 25 or More Languages
by Benjamin B. Sargent, Rebecca Ray, November 16, 2016, 52 Pages View abstract 
Global brands seek to maximize return on research and development, product design, and brand investments. As customer acquisition and engagement become increasingly digitized, these companies must reliably deliver content in dozens of languages and channels, . . .
 
Digital Opportunity: Under- and Over-Served Languages
by Benjamin B. Sargent, Arle Lommel, September 27, 2016, 10 Pages View abstract 
Some languages historically show lower use than their market heft should warrant, such as Arabic, Hebrew, and Persian. Other languages appear more frequently than their limited market size might predict, including Bulgarian, Hungarian, and Slovak. In . . .
 
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 . . .
 
Arabic Regional Variants for Global Brands
by Benjamin B. Sargent, June 14, 2016, 6 Pages View abstract 
Arabic poses a unique challenge to digital brands. On the one hand, it is the seventh most important online language, with a total audience of 166 million and US$1.7 trillion in 2016. On the other hand, we conclude that Arabic is not a single digital . . .
 
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 . . .
 
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, . . .
 
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 . . .
 
Consumer Language Preferences by Country
by Donald A. DePalma, Stephen Henderson, January 29, 2016, 1 Pages View abstract 
Reports from CSA Research on the behaviors and preferences of information consumers definitively prove that far fewer consumers will buy or even consider products and services if they’re not provided in their mother tongue (see “Can’t . . .
 
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 . . .
 
Mobile App Localization
How LSPs Can Help Buyers Localize More Mobile Moments
by Rebecca Ray, Hélène Pielmeier, January 26, 2016, 44 Pages View abstract 
Companies in all industries build apps to support their businesses, which presents up-selling opportunities for language service providers (LSPs). These include: 1) handling higher content volumes and additional languages, and 2) offering add-on services . . .
 
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 . . .
 
Wearables: The Next Localization Frontier
by Rebecca Ray, Benjamin B. Sargent, November 13, 2015, 6 Pages View abstract 
More than 90 million wearable devices are connected to the internet, with more added every day. While the iPhone and Android platforms were designed as multilingual from the start, that isn’t always the case for wearables. In this brief, we describe . . .
 
Lessons from Travel Companies for Supporting Global CX
What Other Industries Can Learn
by Rebecca Ray, Hélène Pielmeier, October 30, 2015, 49 Pages View abstract 
Travelers visit 22 sites on average before booking accommodations and contribute more than 80 entries to TripAdvisor every minute. CSA Research analyzed how travel and leisure (T&L) companies leverage multilingual content to support global customer experience . . .
 
Finding Revenue in Under- and Over-Served Languages
by Benjamin B. Sargent, September 25, 2015, 8 Pages View abstract 
For buyers and sellers of translation services, global market position is increasingly tied to an expanding number of human languages in the global digital marketplace. Comparing the opportunities of language with the competition for attention in those . . .
 
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 . . .
 
Global Website Assessment Index 2015
Languages and Social Networks on the World’s Most Prominent Websites
by Benjamin B. Sargent, Donald A. DePalma, July 31, 2015, 76 Pages View abstract 
Product managers, international marketers, and C-level executives often seek justification for the cost of adding or maintaining languages for online content and social media. Conveying the brand in more languages correlates positively to a range of success . . .
 
E-Marketing Convergence Creates Opportunity for Localization Managers
by Benjamin B. Sargent, May 31, 2015, 6 Pages View abstract 
In the evolving world of e-marketing, companies strive to manage what were previously separate practices as a single, coordinated program. In this scenario, activities like corporate blogging, SEO, and pay-per-click (PPC) advertising pop out of their . . .
 
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