Edwards Deming, the celebrated statistician and management consultant, once quipped, “In God we trust; all others must bring data.” The founders of Location3 Media were probably listening.
Trust in the Lord notwithstanding, Location3, based in downtown Denver, has been delivering data — lots of it — for the last 15 years. And it has paid off handsomely. The digital marketing agency’s revenue grew 37 percent between 2012 and 2013 alone.
Location3 specializes in excavating and analyzing data to calibrate brand recognition programs. After cutting his teeth at DoubleClick, well before it was acquired by Google, CEO Andrew Beckman staked his own money to start Location3 in 1999. Since then, the company has grown to 80 employees and annual revenues north of $33 million.
In recent years, the company has picked up even more speed as online ads gobble an ever-growing share of the overall advertising market. With an impressive 77 percent three-year growth spurt, the firm was listed as number 3,750 on Inc. Magazine’s 2013 list of the 5,000 fastest growing companies in the country.
With growing success, of course, comes growing staff rosters. According to executives, the company has added 12 employees in the last year alone, including a new technology chief and a new director of client services announced just last month.
Dave Witonsky, Location3’s new Vice President of Technology, is a veteran of the MIT Lincoln Laboratory, a technology research center for the U.S. Defense Department. He also worked for Englewood-based Intermap Technologies, where he led a team that developed an iPhone app that won a design award from Apple. According to a company announcement, Witonsky specializes in mobile development, enterprise software development and Software as a Service (Saas) platform architectures.
Kate Julian, the firm’s new Director of Client Services, has 14 years of experience in the digital advertising field. As a senior vice president at advertising agency FCB in New York, she integrated digital with traditional advertising strategies. She also worked at Omnicom in Chicago and at another ad agency in Denver.
"Dave and Kate represent the vision we have for Location3 Media's continued growth over the next five years," says company president Alex Porter. "We are positioning ourselves to provide unparalleled digital marketing technology solutions along with the kind of service and creative intelligence that only passionate people can offer in this business."
A promotional video on the company website declares, “We are data geeks.” But that hardly does justice to how Location3 digs deep trenches to find information that can drive a client’s brand recognition and awareness. The firm uses sophisticated techniques — like heat mapping, content testing and multivariate analysis — to assess digital marketing efforts.
"I find digital marketing very intriguing from an analytics and business intelligence perspective,” says Witonsky. The new technology veep says his goal is “to build a technology platform that leverages data analytics to gain insight into our clients' business needs and provides comprehensive solutions."
Besides data mining, the company also offers a lengthy list of other marketing services, including Web analytics, pay per click (PPC) management, search engine optimization, mobile optimization, social media management, brand reputation management and other digital ad-related services.
Will Location3 continue to flourish? Ad spending trends indicate the company is in the right lane. According to Nielsen Media Research, spending on Internet display advertising grew by more than 32 percent in the first three quarters of 2013, making it the fastest growing advertising medium. To provide a little perspective, over the same period, the next highest growth rate was for outdoor advertising – up a measly 5.1 percent. TV advertising was up 4.3 percent for the period; advertising spend in all other media segments – radio, newspapers, magazines and cinema – actually shrank.