Scottish Widows deploy Email and Media Analysis Solutions

Leading Pensions & Investment company Scottish Widows is to add comprehensive Email and Media Mix Analysis solutions to its marketing strategy to enhance its existing digital direct marketing capability.

Scottish Widows has appointed online behavioural specialists RedEye to drive forward the strategy and provide the capability to deliver relevant email 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 email 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 not only allow marketers to significantly increase visibility of their marketing budgets, but also 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 find 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 email strategies focused on improving on-site conversion rates, enhancing customer service and developing stronger client relationships. The initial roll out will cover ASP email and event based email communications developing, over the course of 12 to 24 months, into a full behaviourally targeted program.

Colin Watt, Head of Digital Communications at Scottish Widows comments, “Visitors to our site come from a variety of different channels and generally have exposure to numerous pieces of online marketing activity. All interactions across these different touch-points play a part in the conversion process but, until now, it has been impossible to accurately track that level of interaction. Using RedEye’s Media Mix analysis and reporting tool will enable us to look beyond the current ‘last click wins’ approach.” He added, “Using RedEye’s proven and effective email tool will enable us to deliver more relevant communications at key times which, in turn, will impact on our online conversion rates and overall ROI.”

Commercial Director at RedEye Matthew Kelleher said, “It is very exciting to see market leaders like Scottish Widows adopting pioneering Email marketing and Traffic Analysis strategies that RedEye has been developing for the past five years. Our Behavioural Email is the closest you can get to “nirvana” in direct marketing… right time, right person, right message…and the results speak for themselves.”

Media Contact: Ali Rider at Loudmouth PR
t: 01663 751787 e:
m : 07773 515539

Published on: 12:00AM on 10th October 2008