RedEye will track all online media interactions with information based on customer site visits and campaign behaviour.
The RedEye Media Mix service allows advertisers to see behind the last click, showing how each component of online campaigns work together and what other media assisted in the sale.
This information will be used to produce better targeted email marketing.
Colin Watt, head of digital communications at Scottish Widows, said: "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."
RedEye will work alongside Scottish Widows' in-house digital communications and brand management teams to establish a series of automated behavioural email strategies that focus on improving on-site conversion rates, enhancing customer service and developing stronger client relationships.
The initial rollout will cover event-based email communications and will develop over the course of 12 to 24 months, into a full behaviourally targeted campaign.
Matthew Kelleher, commercial director at RedEye, 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."