About Apex Digital
Performance marketing for businesses that measure what matters.
Background
Apex Digital was founded in 2016 by Dana Whitfield, after several years inside larger agencies watching capable teams produce confident reports from data nobody had checked. The founding premise was narrow and has not changed: measurement is not a reporting function, it is the foundation every other decision rests on.
The first year was three people and one client. We grew slowly and deliberately, turning down work that did not fit rather than staffing up to chase it. That cost us revenue in the early years and bought us a team that has largely stayed together, which in this industry is unusual enough to be worth mentioning.
Today Apex Digital is fourteen people working out of Austin, Texas, with clients across SaaS, professional services and multi-location retail. We have deliberately not opened satellite offices, not launched a media arm, and not acquired anyone. The work has stayed the work.
Our mission
To make marketing measurable enough that the argument moves from “did it work” to “what do we do next.”
Every agency claims to be data-driven. Comparatively few will tell a client that the data they have been reporting for two years is wrong, because that conversation is uncomfortable and occasionally ends the relationship. We have had that conversation many times. It is the single most valuable thing we do, and we would rather lose an engagement than build on a foundation we know is unsound.
That principle scales down to small decisions too. We do not report on metrics we cannot defend. We do not attribute revenue to a channel on the strength of a last-click model we know overstates it. When we are uncertain, we say so, and we say how uncertain.
The team
Small, senior, and directly involved. The people you meet in the pitch are the people who do the work.
Dana Whitfield
Founder & Principal Strategist
Fifteen years across agency and client side, the last decade focused on measurement architecture. Founded Apex in 2016 after one too many strategy decks built on unaudited data.
Marcus Oyelaran
Head of Analytics
Former data engineer who moved into marketing analytics and never went back. Responsible for the audit methodology and for the fact that it takes longer than clients initially expect.
Elena Vasquez
Director of Paid Media
Manages the acquisition practice across search and paid social. Known internally for refusing to report on a metric she cannot tie to revenue.
How we work
- Measurement first. No strategy work begins until we trust the numbers underneath it.
- Written hypotheses. Every test has a success criterion recorded before launch.
- No lock-in. You own every account, container and property we touch. Always.
- Senior delivery. No junior staff learning on your budget.
- Plain language. If a report needs an interpreter, the report has failed.
Work with us
We take on a limited number of new engagements each quarter. If what you have read here sounds like the way you want to work, we would like to hear from you.