• by Fern Siegel , August 14, 2024

Healthcare marketing agency Abelson Taylor Group has debuted a full-service media agency, AT Activate, to provide data-driven media strategy, planning, buying and analytics.

The new business unit is headed by Christie Volke, vice president of media.

"We are entering a new era of psychographics and using our advanced tools and capabilities to understand target audiences and how they behave. Knowing the where, how, and why of a brand’s target interaction makes the difference between passive digestion and active engagement," said Volke.

The new agency employs various specific tools for end-to-end service: Media Mix Modeling determines the optimal allocation of promotional investment across channels for maximum ROI, while Multi-Touch Attribution Model quantifies how much each touchpoint along the marketing journey contributes to conversion. In addition, Reporting Suite offers dashboards that monitor campaign performance and market impact.

"Having this level of customization in advanced analytics is a game changer for our media team," Volke added.