Fresh Perspectives on Localized Content ROI: Webinar Highlights
Localization professionals have historically measured the performance of multilingual content based on a number of different factors including turnaround time, linguistic quality, cost, and accuracy. Globalization and increased volumes of digital marketing content have resulted in two outcomes. More data to assess the performance of global content, and marketing and localization teams merging activities closer together to develop stronger branded customer experiences. Working with experts within Welocalize Digital Marketing, we saw an opportunity to look at, the often uncapitalized, relationship between marketing and localization data to prove ROI.
Welocalize webinar, Fresh Perspectives on Localized Content ROI, looks at the data available to marketing teams and how localization teams can also benefit from that data to demonstrate the efficacy of the work that is carried out, the return on investment, and also give insight into what works and more importantly, what doesn’t. Web analytics data can help you uncover why the Spanish version of a website performing better in Mexico than in Spain, or whether you should translate landing pages for countries like India and the Philippines where English is widely spoken.
Jon Boon, Lead Analytics Consultant from Welocalize’s digital marketing organization started the webinar by asking the question, ‘How do I demonstrate the value and ROI of localized digital content?’ Jon highlighted the importance of understanding the metrics available and defining which matter most to your business. The practicalities of accessing and gathering data, as well as how to choose what to look at can be overwhelming, but by asking business questions (how many people complete a contact form to make an enquiry vs. how many visitors come to the website?) and segmenting data (narrowing down by language, country, device or day of week) can help inform future decisions about where to invest or what content to focus on.
“When you take away the subjectivity and make it about numbers it’s easier to make your case for more investment, and it’s easier to prove the value of your work.”
Next up, Ryan Webb, Conversion & Analytics Director, discussed how everyone can leverage data as well as introducing a culture of data literacy. Looking at 11 principles behind data literacy, we considered the first steps everyone can take to uncover business insight from data. Asking the right questions, having an insights champion and comparing and segmenting data were among the tenets that Ryan shared.
“Getting access to all the data we have available is only part of the challenge. After we’ve got the data, we then have to try to understand it.”
Our aim is to inspire you to ask ‘so what’ and ‘why’ to uncover valuable insights for the business you’re in. By digging deeper into the data, you can measure ROI and drive increased and better engagement with your audience in the future – not to mention prioritizing budget in areas where it will be most effective.
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For many localization teams, the first task will be to gain access to that data. Welocalize discovery sessions and KPI workshops can help you define what business questions to ask, so that you can take them to key stakeholders with the ultimate aim of finding out the ROI of localization.
If you’d like to find out more about our discovery sessions and continue the conversation, connect with us here.