IDM Südtirol uses Sense, Contentsquare’s AI, to accelerate insights and improve CX

The company

IDM Südtirol-Alto Adige (IDM) is the driving force for the sustainable development of the Italian region of South Tyrol. 

The company aims to boost the region’s economy by strengthening the competitiveness of local businesses through targeted tourism and agricultural initiatives, and business services.

The challenge

IDM Südtirol’s flagship digital transformation project (Digital Ecosystem South Tyrol) places technology at the heart of regional tourism and aims to propel the region into the digital future. 

Francesca Ceron is responsible for the User Experience of digital products falling under this project, including the website suedtirol.info.

Shortly after the website was launched, Francesca and her team realized that to optimize the website experience, they needed to understand exactly how users were behaving on the site—and that their current analytics tools weren’t enough. 

With only a handful of expert users within IDM who could confidently navigate the tools, analysis was slow and effortful, insights were siloed, collaboration was limited, and prioritization felt reactive rather than strategic.  

Clearly, there was a need to implement a more user-friendly (and all-around effective) analytics platform that would

• Make insights accessible to more teams, enabling them to use behavioral data with autonomy and confidence

• Speed up decision-making through autonomous analysis

• Empower everyone with the confidence to experiment with digital experience optimizations

“We needed an analytics tool with a user-friendly interface,” says Francesca. “A tool that would make it easy for everyone at IDM, not just the digital team, to access that behavioral data, analyze it to gain insights, and share easily with stakeholders.”

The solution

IDM decided to implement Contentsquare’s experience intelligence platform. Now, all of the company’s digital teams (including non-technical teams, such as marketing) use the platform to get insights into and optimize digital user journeys. 

Contentsquare has radically sped up time to insight, particularly since IDM’s teams have started to use Sense, our platform’s AI. 

Using Sense to uncover mobile journey friction at speed

Francesca's team got their first taste of the power of Sense when they used it to investigate how users were navigating a paid media landing page, particularly on mobile (which represents 95% of total traffic to the page). 

They started by asking our AI-powered assistant, Chat with Sense, questions, including:

• “How many Product Detail Pages (PDPs) are Italian users viewing on the landing page before converting?

• “What differences are there between mobile and desktop journeys within the landing page and between the landing page and conversion?”

Chat with Sense processes natural language questions like these and uses the most relevant capability within Contentsquare to run an analysis and respond with visual guidance and explanations in real-time. 

We quickly recognized the potential of Chat with Sense in enabling team members without analytics expertise to perform behavioural data analysis. Anybody can ask Sense a question, you don’t have to be an expert. And it’s so fast: it gets us the insights we need in seconds. This supports the team when brainstorming, formulating hypotheses to validate with further analysis, and implementing quick wins. It’s a great ally.

Francesca Ceron

Digital User Experience Lead

In this case, Chat with Sense provided Francesca’s team with visualizations from Journey Analysis, with dates, segments, and filters all set in line with the team’s queries. 

It also highlighted an important issue to address: mobile journeys had more friction than desktop. They then asked another question: “where is there friction in the mobile journey?”

The team then used Session Replay Summaries to quickly identify the main friction points mobile users were encountering, whether that was loading delays or issues with the checkout page. 

“I’ve always found session recordings useful,” says Francesca. “But with our old tools, it would take us many hours to analyze video sessions and find the most critical moments in those recordings.”

With Contentsquare, Francesca’s team can analyze multiple sessions at once and get a summary of all the behavior and points of friction in seconds. They can also jump into the replay at its most relevant points using time-coded links.

“The holistic view we get of our behavioral data through Contentsquare is amazing,” says Francesca. “And the precision of AI gives us confidence when we’re analyzing and experimenting with that data.”

At this early stage of using Sense, the team is reviewing the accuracy of AI-generated answers to ensure they align with historical data and the team’s site and landing page mappings. They’ve been impressed with the results — Francesca says “the match is spot on”.

The confidence Contentsquare gives us accelerates reactive analysis. For example, we can quickly understand what’s causing an issue, such as heightened drop-offs from a page or journey, and solve it faster than before. But it also frees time up for our teams to focus on proactive analysis, and on developing innovations that can generate new business opportunities. 

Francesca Ceron

Digital User Experience Lead

The results

Although relatively early in its Contentsquare journey, IDM has seen numerous benefits as a result of implementing the platform, including

• Faster time to insight, thanks to Experience Analytics and AI-powered tools like Chat with Sense and Session Replay Summaries 

• Democratized analytics, with non-technical teams able to self-serve and explore insights with ease and autonomy. This also enables cross-team alignment around a shared source of truth for user experience insights

• Securing stakeholder confidence by using Contentsquare insights to explain issues and opportunities and demonstrate the value of optimization efforts

• Confident prioritization, thanks to AI highlighting audience segments, journeys, and pages with the highest levels of friction and opportunity

• Scalable behavioral insights. AI summaries allow for batch session analysis, making insight generation faster and less resource-heavy

• Faster learning and reduced time to market. Thanks to Sense AI’s rapid insights, IDM can test and iterate more quickly, accelerating time to market for quick wins and new releases

• Consolidation of team training directly within the tool. Sense AI promotes hands-on learning, enabling teams to build skills directly through real use of the platform.

What’s next 

Having seen the clear benefits of using Contentsquare’s AI, IDM plans to scale the usage of Sense within the organization, expanding adoption across both internal and partner teams.

Looking forward to the future of the tourism industry, Francesca believes that Contentsquare could help her team understand user journeys as they become increasingly personalized and AI-driven.

“AI trip planners are a new functionality in the tourism industry,” she explains. “You can ask a question like, say, “What can I do in Alto Adige in 5 days?” and it will provide you with answers, with itineraries, maps, and so on. I can see us incorporating that sort of tool into our website and using Contentsquare to analyze how users navigate through that tool.”

Whatever happens in the future, it’s clear that Contentsquare will continue to play a key role in the Digital Ecosystem South Tyrol project, enabling tourists and locals to enjoy this beautiful location via the most polished, personalized, and engaging digital experiences possible. 

Contentsquare’s AI accelerates testing, sharpens decision-making, and empowers teams beyond the digital department. It acts as an assistant for creating smarter, more impactful tourism experiences. In one sentence, Contentsquare provides a reliable, results-driven process for optimizing the customer experience—delivering measurable outcomes and reinforcing the trust of our stakeholders.

Francesca Ceron

Digital User Experience Lead