Conversations at High Altitude – Inside GTS Amsterdam
At a height of 100m up the amazing A’DAM Tower in central Amsterdam, the altitude wasn’t a problem at Global Transformation Summit (GTS) but keeping up with the many shared experiences and fast exchange of ideas was!
GTS Amsterdam brought together global brands, connecting international business leaders and senior marketing and localization professionals. What was the common ground? Content, data, and reaching global audiences.
Many insights shared and new contacts made. Here’s some of the highlights:
As content types and volumes continue to increase – the growth of content on the internet doubles every 18 months – brands need to converge content, collaborate internally, and ensure the customer experience is consistent and personal, to stand out from online competition. This means re-imagining how we work – looking to define how multilingual content performs beyond traditional KPIs.
What are the challenges of managing digital content for a global audience?
‘Half the money I spend on advertising is wasted; the trouble is I don’t know which half’ John Wannamaker (1838-1922)
That was in the days of analogue. With today’s digital content, there is no excuse for wasting half of the marketing budget. Digital content naturally generates a wealth of data, in every language.
We talked about performance analytics for multilingual digital content, setting KPIs for different content types, and using data to see how content is performing, track buyer behaviour, improve UX, and measure ROI impact in global markets. At the heart of this are key teams like marketing, product, and localization who must converge and collaborate, using data collectively to drive a consistent and relevant customer experience.
‘When it comes to digital content, it’s an eye opener that product and marketing teams feel the same as localization teams. They both experience similar challenges. Work together and build a great brand story for customers. Open doors for collaboration.’
– Patricia Doest, Global Content & Customer Experience Specialist and GTS Panelist
Where does the value lie in AI and Machine Learning in customer experience?
AI and machine-driven language solutions trained for specific industries can retrieve, process, and translate huge amounts of multilingual information in a consistent way. Especially for areas involving high volumes of content such as patents, e-discovery, social media, customer feedback mechanisms, and knowledge bases.
Content types like customer feedback and social media are valuable for product development and identifying market opportunities all over the world. Machine Translation (MT) and Natural Language Processing (NLP) can unlock huge areas of information.
For many technology brands, especially those working in agile development areas for global markets, projects often have to happen yesterday. Preparation and investment in automation today to move forward in the future. This is accelerated by understanding the business challenge, before seeking a technology solution.
Artificial Intelligence versus Augmented Intelligence?
AI won’t directly replace key roles in the language and localization industry. AI plays an assistive role. It will enhance the intelligence of humans and not replace them. Project managers will no longer simply up and download files – automation and AI can do that. They will need to have an opinion on strategy and how things are performing. Translators will still translate but the role of post-editing will increase.
Thanks to everyone who participated in GTS Amsterdam! If you would like more information on Welocalize events please contact us at firstname.lastname@example.org