Key Success Factors in Machine Translation. Contact:

Transcription

1 Key Success Factors in Machine Translation Contact:

2 Changes to Sales Approach and Offerings Process and Workflow Changes Compensation Changes Staffing and Role Changes Recruiting The Right People What Can Go Wrong? Managing Expectations

3 Scott Bass Chief Executive Officer Advanced Language Translation Kevin Lossner Expert Translator and vocal critic of MT Kirti Vashee VP Enterprise Translation Sales Asia Online

4 When apples become oranges

5 Companies must do more than just replace first pass human translators with machines. Companies to adapt their processes from the front to the back to take full advantage of MT This requires that companies fully understand their processes Many don t Many are not willing to make a change much beyond a MT substitution Staff training in new tools, processes and offerings A solid understanding of your data Realistic expectations (timeline and results)

6 Every MT Vendor has Projects that have Failed Most failures are avoidable Most fail because The wrong approach to customization was taken The lack of experience of the team doing customization The lack of understanding of how to work with data The lack of skills to be able to diagnose issues The expectation that it was going to be easy Lack of a clear and coherent MT strategy Lack of change or willingness to change business processes Lack of human resources focused on MT

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9 Productivity: 10-40% productivity gain (claimed by many MT vendors) Equivalent to or better than 85% fuzzy match levels of productivity %+ productivity gains Margin improvement 10% -seemed to be the norm at the recent JABAPartner Summit 30-40% + is typical for Asia Online customers New business / More competitive offerings Cut costs

10 How much resources would you be willing to deploy to change your margins from 25% to more than 50 or even as high as 70%? Actual Language Studio results: EN-HU Life Sciences

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12 Assign someone to be the primary person to work with all project managers for their projects Allows PMsto work on their projects without the deep understanding of MT tasks necessary for success An MT project manager can be an existing project manager that delivers to other project mangers in the organization

13 Receive MT requests and deliver output Receive MT feedback about issues and adapt engines to accommodate feedback Custom engine management Gather and prepare data for customizing engines Follow up on final project deliverables to incorporate into next release of engine Manage expectations internally Normalize terminology Term development

14 No Data A Little Data Sufficient Data Large Amounts of Data

15 Language Studio provides tools and processes for normalization of terminology Benefits include cost reductions, faster deliverables, higher customer satisfaction and happier post editors

16 Spanish Original Before Translation: Business News After Translation: Children s Books After Translation: Se necesitó una gran maniobra política muy prudentea fin de facilitarunacitade los dos enemigos históricos. Significant amounts of cautious political maneuvering were required in order to facilitate a rendezvous between the two bitter historical opponents. A lot of care was taken to not upset others when organizing the meeting between the two long time enemies.

17 Two very different roles Do not force translators to become MT post editors Some great translators are terrible post editors Some terrible translators are great post editors

18 How to edit MT When not to edit MT How to achieve optimal productivity How to provide feedback about MT quality When to change and when to leave content alone Avoid red pen syndrome Provide information on how they will be compensated Go over common objections and misconceptions Listen to their objections and accommodate or provide information to address the issues

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20 Best approach in most cases is to sell your final deliverable not to sell MT Higher margins Client focus on the final quality, not the process MT is a tool in to suite of tools to deliver You can sometimes sell raw MT ediscovery Data mining For gisting

21 High quality translation? Raw machine translation Post edited machine translation What is the MT built around? Generic MT (Google/Bing) Upload and Pray Custom MT Expert Guide Custom MT

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23 Translation Memory (TM) Match Translate via your preferred TMS Translate 1. TM match. A high fuzzy score (usually 85%-90%) is used as raw Matched Sentences Non-Matched Sentences MT will often be better than a Machine Translate Pre-Translate lower scoring fuzzy match. Try to view both MT & TM 2. Send unmatched segments to MT. 3. MT output can be corrected by a translator or in the case of high Correct TM Match Human Translate Correct MT Output quality MT, often bypass this step and go directly to an editor. Edit Proof Edit and Proof using your preferred editing tools. 1. Different projects have different budgets and quality requirements. 2. The high quality segments for a given project should be sent to Asia Online to improve the quality of future translations. This is usually just prior to publication.

24 Translate Edit Proof Human Translation Edit Proof Tried and proven method / approach Well understood by both LSP industry and end clients This approach needs adaptation for use with MT

25 Translate Edit Proof Machine Translation Post Edit or Re-translate Bad Segments Proof Same person is responsible for both post editing and re-translating non-editable segments There is no edit stage after the re-translate, so a key quality check is missing Simply replacing the Human Translation with Machine Translation is insufficient

26 Translate Edit Proof Machine Translation No Quality Check Is MT Segment Editable? Yes Human Translation Post Edit Proof Note: Human Translator andpost Editor can be the same person, buthuman Translator andeditormust not be the same person. Edit

27 MT Rapid Review 1. Follow the 3 seconds rule 2. Should it be edited or translated? 3. If it takes you longer than 3 seconds to decide, then it should probably be translated. Translate Later You or another translator can translate the lower quality segments. Edit Now Keep in the post-edit mind set. Evidence from customers taking this approach indicates that can deliver as much as 50% performance difference and increases consistency

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29 The term by its very nature implies that you are required to do something

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31 MT means I must compromise quality No, MT means you must have robust QA processes but no more robust than human QA processes MT requires some process change MT + Human can deliver more consistent translations than human only approaches MT is putting me out of a job MT is creating a lot of jobs that did not exist before Faster, lower cost, more competitive, new content being translated I get paid less when post editing MT Only if you work for lousy LSPs Work for LSPsthat compensate fairly By the word is fine if the word rate takes into account the quality of the engine

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33 Just Add WaterUpload Data If it was really this easy, don t you think custom MT success stories would be everywhere? Any vendor that tells you that MT is easy is either trying to fool you or is incompetent. Time, Effort, Skill and Investment are Mandatory

34 Quality requires an understanding of the data There is no exception to this rule

35 Time to achieve ROI Effort to deliver Time to create an engine Time to improve an engine Quality improvement expected over time The processes that needed to change within the organization The human resources that you need to hire

36 Key Success Factors in Machine Translation Contact: