Achieving ROI through SAP’s 360°
Approach to Web Localization
Rashmi Schaefers, Senior Director, eChannel Localization
SAP AG
October 2011
Evolution of the Digital Channel at SAP
Why is Localization Strategic?
Why is Localization Strategic?
To capitalize on Global Business Opportunities, Local Matters Most…
 Globalization
 Rise of new economic superpowers (China, India) and relative decline of
traditional markets
 Strategic local markets (Brazil, Russia etc)
 New Business Channels
 Digital channel engages directly with customers & prospects
 Partners extend new local business opportunities
 Personalization
 „Starbucks effect“ on customer experience
 Search Engines fuel this effect in the digital world
 Social media changes the game, customer’s voice expressed through the
“crowd”
 Customers expect to be engaged in their language & on their terms
© 2011 SAP AG. All rights reserved.
3
The Evolution of the Digital Channel at SAP
Importance of Localization increases as the Digital Channel evolves
SAP
eChannels
Level of Visitor Engagement
New SAP.com
Experience
SME
Microsite
ByDesign
Business Center
 Online buying
experience
SAP.com
Branding Page
 Personalized, rolebased web strategy
 Optimized for
demand generation
and SEO
 Single largest brand
“window”
to customers &
prospects
 Strict application of
Corporate Identity
2000
© 2011 SAP AG. All rights reserved.
2007
2009
2011 H1
2011 H2
4
Localization still an Afterthought
“Localization afterthought syndrome
refers to that pattern of treating
localization requirements as
secondary considerations within
content strategies and solutions.
Global companies leak money and
opportunity by failing to address
localization issues as integral to
end-to-end solutions rather than
ancillary post-processes.
Examples abound.”
No Analytics. Content
Insufficiently Used for
Leads and
Conversions
Content not truly
localized
• Hardly visible due to
lack of SEO
Italy
Mary Laplante, Vice President and Lead Analyst
Outsell Inc.
India
Brasil
UK
China
France
Little Insight in
Local
Requirements
Spain
Inda
Japan
...
Germany
US
CIS
ANZ
Global
Teams
Assets produced
inefficiently –
many agencies,
fragmented
process
© 2011 SAP AG. All rights reserved.
Local Customers
& Prospects
No Best Practice
Exchange
between
Countries
“….we have huge amount of
assets which we cannot
handle locally. I cannot afford
the review of upcoming assets
– whether they are mandatory
or not. At the moment I am
quite happy with the current
assets and don’t need more.
The current assets are quite
enough for achieving targets
(MGOs) that we have.”
Elena Khamagaeva
SME Marketing Director, Russia
5
Adopting a Centralized Localization Approach
What drives ROI?
A Mandate for iterative Content
& Web Optimization will help
increase local business impact
significantly.
Localization Standardization
across all areas of Marketing.
4. Measure Customer
Demand, Optimize
Offers *
5. Optimize Content and
Design for SEO *
↑ Traffic ↑
Awareness
↑ Leads
Local Customers
& Prospects
Governance will ensure significant cost
savings due to marketing efficiencies
and greater degree of local business
impact.
France
China
India
1. Roll-In of Country
Requirements
↑ Relevancy
↓ Cost
Italy
Germany.
UK
360 Degree
Localization Model
CIS
Japan
US
...
SoMa and
Global Teams
Brasil
CIS
Spain
3. Localization
Community & Best
Practice Sharing
2. Produce assets with
standard tools; SLAs for
translation review,
publishing
↑ Faster Learning
↑ Efficiency ↑ Brand
↓ Cost
© 2011 SAP AG. All rights reserved.
6
360° Approach to Localization
How did we build out a holistic process?
SAP’s 360° Approach to Web Localization
Integrating Roll-In and Roll-Out
Closely Collaborating with Global, Regional & Local Teams to Deliver these Services
Localization
Planning
Best
Practices
Local Web
Efficiency
Localization
Analytics
© 2011 SAP AG. All rights reserved.
360°
Web
Localization
Approach
Country
Enablement
Content
Delivery
8
Localization Planning:
Integrating with Upstream Content Development
Communicate local market requirements to
content teams
 Increase relevance of global master content
 Promote marketing efficiency
Track content planning & production and
communicate early to countries
 Get early feedback & opt-in from countries
 BOM Database streamlines process
360°
Web
Localization
Approach
Coach content teams on how upstream
planning ensures an efficient localization
process
© 2011 SAP AG. All rights reserved.
9
Country Enablement:
Right Content, Right Market, Right Time
Establish consistent & reliable
communication channel with the
countries
 Joint & individual conference calls
 Internal community platforms & wiki
Early communication of content
planning, guidelines & governance
 Include business rationale and
recommended usage
360°
Web
Localization
Approach
Get country feedback and resource
commitment
© 2011 SAP AG. All rights reserved.
10
Content Delivery:
Efficient Translation Processes & Localization Coordination
Use a scalable, end-to-end process
 Follow-through to local content activation
 Continuously evaluate and improve processes
Leverage Tools & Best Practices
 Team up with SAP Language Services (SLS) and Web
Publishing team
 Utilize existing tools to gain efficiencies, i.e. World
Server, digital asset management system
 Build new tools to bridge gaps, i.e. BOM Database
360°
Web
Localization
Approach
Integrate SEO localization
 Increase local content visibility, by applying local SEO
to all content types
 Make best use of local marketing resources by
outsourcing SEO localization to translation agencies
© 2011 SAP AG. All rights reserved.
11
Localization Analytics
Monitor content performance




Provide reports on local web performance
Highlight key trends and impact
Raise questions, suggest actions
Guide countries to identify improvement potential
Measure localization ROI
 Cross-country analysis
 Measure overall business impact of investment in
content & localization
 Identify needs for improvement on a global level
 Communicate to global stakeholders
© 2011 SAP AG. All rights reserved.
360°
Web
Localization
Approach
12
Local Web Efficiency
Evaluate country feedback
 Systematically collect country feedback
 Condense into actionable proposals (focus on quick
wins) and prioritize together with countries
Transform into optimization projects
 Launch cross-department projects for Content
Efficiency.
© 2011 SAP AG. All rights reserved.
360°
Web
Localization
Approach
13
Best Practices
Identify local marketing practices and share
across country, regional & global teams
 Gain efficiency and scalability by peer-to-peer
experience sharing
 Empower local marketing employees by elevating their
ideas
Establish a Community of Practice
 Promote local best practice sharing to address
common problems
 Give local marketing employees a voice in a global
forum
© 2011 SAP AG. All rights reserved.
360°
Web
Localization
Approach
14
Measuring the Value of
Localization to your Business
Measure & Optimize ROI Through Localization Analytics
LOCALIZATION
ANALYTICS
OBJECTIVES
Help our stakeholders to achieve their KPIs by providing them with immediate
transparency and performance overview of their web content
SERVICES
2. ANALYSIS

Ad-hoc analysis

Optimization
recommendation

ROI on localisation
Constant Analytics and
Optimization Cycle
1. REPORTING

Provide reporting requirements
3. OPTIMIZATION

Omniture reporting


Executive dashboards
Constant monitoring of
optimisation activities

Test and Target
STAKEHOLDERS
Regional/ country teams


© 2011 SAP AG. All rights reserved.
Regional Demand Center teams
All local marketing teams
Global teams



SME Marketing team
RDS Marketing team
Business ByDesign Marketing team
16
Main Page Conversion
Lead Generation / Conversion Analysis – Mobility Microsite, July 2011
1 Observed Facts
2
Key trends and insights
10. What
should be Page
the mainFunnel
conversion driver?
Main
Mobility
July vs. May
16,384
4,096
1,024
Count
9,919
256
64
16
4
252
1
July
May
22
3 OL2s
OL2s
Form Submission
Form View
Daily Vis...
sap:glo:SOLs:mobility:
3
22
252
9919
© 2011 SAP AG. All rights reserved.
Form View
9,919
20136
252
115
Form
Submission
22
8
OL2s
3
2
3
Suggested Actions/Questions
•
There has been a significant decrease in total
number of visitors, but subsequent numbers and
conversion rate is much better. How does this
align with the goal of the main mobility page?
Consider the purpose of the page: education or
lead generation?
Has a popular link or source to page removed?
•
 3 leads tracked during July 2011
Daily Vis...
•
17
Measure the Localization ROI With
eChannel Localization ROI Calculator
Challenge
By localizing assets such as brochures, videos and whole web sites we lacked the
information on
1.
What is the total cost for us to localize assets
2.
How can we measure the financial return of the assets
3.
How profitable are the localized assets (ROI)
Solution
We developed in a team effort the eChannel Localization ROI Calculator which enables us
to measure the cost, return and ROI for the localized assets.
eChannel Localization ROI Calculator
- focuses on cost and return parameters w hich are direct allocatable to localazied assets
- measures the return only on assets w hich are placed on Web
IINVESTMENT
translation cost
online publishing cost
eChannel localization team cost
local marketing team cost
€
© 2011 SAP AG. All rights reserved.
RETURN
visits traffic
downloads
online registrations
€
18
First Results of the Localization ROI With
eChannel Localization ROI Calculator
Results for a German Marketing Brochure
Example: We localized a Marketing Brochure into German and the
ROI Calculator can tells us:
1.
Localizing Investment:
743 €
2.
Generated Return:
851 € (within 4 months on the German web site)
3.
ROI:
+12,6%
4.
Break-even Point:
3,5 months
Additional to the information above we are able to identify:
1.
Average monthly return
2.
On the shelf time of the assets. i.e. already localized but not yet placed on
the web site and therefore not generating any return
3.
Missed return opportunities if assets are already localised but not yet placed
on the web site
© 2011 SAP AG. All rights reserved.
19
Strategic Driver of Corporate
Objectives
Localization Can Drive Your Corporate Objectives
Reduce Costs and Increase Marketing Efficiencies
MARGIN



GROWTH
CUSTOMER
SUCCESS
EMPLOYEE
MOTIVATION
© 2011 SAP AG. All rights reserved.
Localize only country relevant content and ensure activation
Make most efficient use of local marketing resources
Achieve greater economies of scale for globally produced content
Drive more Leads and Conversions
 Ensure compelling local content to convert more leads and revenue
 Integrate SEO into localization process to increase content visibility
 Measure content performance through analytics and continuously
optimize
Bring Marketing Content closer to our Customers
 Provide appropriate cultural “tonality” to improve customer experience
 Engage customers & prospects in their language and on their terms
Foster a Community of Practice


Empower local marketing employees and give them a global „voice“
Promote and share local Best Practices in a worldwide forum
21
Thank You!
Contact information:
Rashmi Schaefers
Senior Director eChannel Localization
Rashmi.Schaefers@SAP.com
Localization Analytics
Focus on your stakeholder needs and objectives
The Optimization Cycle
How can analytics support your
stakeholders?
Just a few examples…
1 Measure
5 Innovate
Try new ideas and test them
5 1
4
2
3
4 Optimize
Apply insights,
focus on strength
and leave out
weaknesses
3 Analyze &
Test
Gather success
metrics
and KPI
•
Help you drive more traffic to the
site with optimized campaigns
•
Search for optimizable „low
hanging fruits“ on the site
•
Explore your real business
questions and issues
•
Further align the standard reports
with your business objectives for
2011?
•
Help you setting up A/B tests
2 Report
Individualized
reports and
dashboards
for
stakeholders
What leads to
success?

Analytics needs Action!
Analytics without Action is Reporting
© 2011 SAP AG. All rights reserved.
It depends on their real needs!
24
Providing Stakeholders at The Right View
Mobility Campaign Tab Pages


Structure report at right level
of details
Daily Visitors
Objectives:
1,400
1,200
1,000
800
600
400
200
0
Setup next steps
Mobility Security
Mobility Guide
Digital Economy
Main Campagin
0
54
111
1,397
796
0
27
19
335
0
109
May
June
July
0
0
0
109
0
0
0
1,397
0
27
19
335
105
Aug (<1/2
Month)
54
111
796
105
Campaign Tab Total Daily Visitors
Ominture ID
© 2011 SAP AG. All rights reserved.
May
June
Aug (<1/2 Total for
Month)
Page
July
Main Campagin
109
1,397
335
105
1,946
Digital Economy
0
0
19
796
815
Mobility Guide
0
0
27
111
138
Mobility Security
0
0
0
54
54
Total per Month
109
1,397
381
1,066
25