Content Relevancy starts with understanding your international - PowerPoint PPT Presentation

Content Relevancy starts with understanding your international Audience Rob Zomerdijk – Rzomerdijk@sdl.com 7 May 2014

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It can sometimes feel like looking for a needle in a haystack! 3

How to find a needle in a haystack? 4

https://www.rewards-insiders.marriott.com/thread/9171 5

https://www.rewards-insiders.marriott.com/thread/9171 I normally sleep on my stomach (and turn my head sideways), but the headphones were so pleasant that, instead, I slept on my back, wearing the headphones, and enjoyed some of my best in-flight sleep, ever. I listened to (a fair amount of) one of my audio books. (I use AUDIBLE - another service that I love!!!) I often don't bother on the flight, because I don't want to turn it up loud enough so that I can really hear it. The sound quality was terrific, and I did not have to make it loud to hear. 6 I wore them with (over) and without my favorite travelling baseball hat .

Understand the customers journey Mass Volume of Data Customer Journey Out of the Product Awareness Shopping After Sales Evaluation Commitment Connection Experience Box Products Awareness Connection Evaluation Shopping Deployment Experience Support Commitment Peugeot 108 48 51 32 43 40 41 50 45 VW Up 46 54 51 53 49 57 43 47 Renault Clio 39 37 52 51 58 64 41 35 7

Challenges per market Product Out of the After Sales Awareness Shopping Commitment Evaluation Connection Experience Box Products Awareness Connection Evaluation Shopping Deployment Experience Support Commitment Peugeot 108 48 51 32 43 40 41 50 45 VW Up 46 54 38 33 32 42 43 47 Renault Clio 39 37 52 51 58 64 41 35 Out of the Product After Sales Awareness Shopping Commitment Evaluation Connection Experience Box Products Awareness Connection Evaluation Shopping Deployment Experience Support Commitment Peugeot 108 42 38 32 43 40 41 50 45 VW Up 46 54 51 53 49 57 43 47 Renaut Cio 39 37 52 51 58 64 41 35 8

SDL SI – Overview solution 100 Target dataset to Evaluation 90 quickly gain 80 actionable insights 70 60 50 Trendline 40 30 20 Pre-launch Post-launch 10 0 Jan-11 Apr-11 Jun-11 Jul-11 Oct-11 Jul-12 Dec-1 Feb-1 Mar-1 May-1 Aug-1 Sep-1 Nov-1 Dec-1 Jan-1 Feb-1 Mar-1 Apr-1 May-1 Jun-1 Aug-1 Sep-1 9

United we are strong 10

The EU is not popular September 2007: 57% of citizens trust the EU Standard Eurobarometer 80 Autumn 2013 European Commission August 2013: 31% of citizens trusting the EU Standard Eurobarometer 80 Autumn 2013 European Commission 11

The Challenges 12

The Challenges 13

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Technology - Product Launch in Multiple Markets Objectives: • Understand what leads to churn and adoption • Identify localization priorities across 40+ markets • Identify opportunities and threats through competitive analysis Outcomes: • Within 4 weeks identified priority markets to focus on in Q1 • Within 2 months, identified what was driving churn and adoption in priority markets • Implemented automated analysis of relevant conversations for ongoing measurement of launch success • Identified 3 product features that need improvement urgently 16

Translation versus Localization – the challenge Localisation is not cheap Where to focus efforts How to move the needle Is the organization operationally ready to adjust 17

SDL Social Intelligence – What we do How to better spend your Resources ($ € £ ¥) by understanding where to Act and Support your Customer’s or Citizen’s Journey 18

Q&A For more information: Rob Zomerdijk rzomerdijk@sdl.com Skype: robzomerdijk www.sdl.com/si http://www.youtube.com/user/SDLSocialIntel 19