Redeye to drive Widows's analysis solutions

Redeye has been appointed by Scottish Widows to drive the pensions and investment company's e-mail and media mix analysis solutions and enhance its digital direct marketing capability.

Redeye will be tasked with driving forward the strategy and provide the capability to deliver relevant e-mail communications effectively.

In addition, Redeye will track all online media interactions with information based on customer site visits and campaign behaviour.

This will be used to deliver tailor made e-mail communications to drive conversion across the product range.

The Redeye Media Mix service enables advertisers to see behind the last click, showing how each component of online campaigns work together and which other media assisted in the sale.

With online sales currently accredited only to the last click, the new media reporting and segmentation service will allow marketers to increase visibility of their marketing budgets and improve planning of future spend and tailoring of customer communications.

To enable the new media reporting to be translated into action, the service enables consumers to be segmented by channel preference and media use.

By unravelling consumers' online activity the Media Mix service finds which online channels consumers prefer to use.

Optimising media spend targeting based on consumer channel preferences can greatly improve media results, with better channel segmentation making marketing more relevant to consumers.

Redeye will also be working alongside the in-house digital communications and brand management teams to establish a series of automated behavioural e-mail strategies focused on improving on-site conversion rates, enhancing customer service and developing stronger client relationships.

The initial roll-out will cover ASP e-mail and event-based e-mail communications developing, over the course of 12 to 24 months, into a full behaviourally targeted programme.

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