Translation Beyond Localization

Track: Global Business | GB1 |   Intermediate |
Wednesday, June 12, 2019, 9:00am – 9:45am
Held in: Room E
Presenter:
Kirti Vashee - Translated
Host: Wafaa Mohiy

In the age of digital transformation, it is understood that the ongoing translation of customer experience (CX) related data is a key to success in the digital marketplace. This means that the scope of business translation efforts goes way beyond the traditional focus of localization, and often involves millions of words a day. The machine translation strategy has to evolve to match the translated data that is more focused on understanding customers and on organizational listening, than on providing product information. Ideally, new types of linguistic steering are needed to ensure optimal outcomes within typical price/performance constraints.

Takeaways: Attendees will learn to identify the highest value CX content to translate; use linguistic steering rather than post-edited machine translation; and how translation can improve and enhance the buyer and customer journey.