Marketing effectiveness consultant / analyst

Analytics | Data | Marketing


About About
I left my last full-time employed role in 2017 and contracted temporarily during our relocation to Nottinghamshire. I set up my business in 2018, mainly working from my home office and travelling to site as and when required.

I draw on 20 years international and multi-sector experience, client and agency side, to understand complex briefs, carry out in-depth data analysis and deliver MMM and other consultancy projects that enable businesses to make more effective marketing decisions.

My most recent contract engagement has been with Gain Theory (global marketing effectiveness consultancy), initially for three months and extended to seven. Working with internal teams to provide MMM across multiple countries and brands for Diageo and Kellogg's.



Collection Query compilation Cleansing Manipulation Exploratory analysis

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Econometrics/MMM Budget setting Sales Effects Forecasting/'what-if' scenario planning

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Results calculation Visualisation Reco development Presentation Executive report

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Please drop me an email, give me a call or use the contact form below if you would like to understand more about what I do. Please leave a voicemail message if I don't pick up (I am unable to have my phone with me during volunteering engagements.) You'll also find me on Twitter and LinkedIn, just click the icons below.

  • 3 Winchilsea Avenue, Newark NG24 4AD, UK
  • Jo Gordon Consulting Ltd. 11559083 England

Past Experience




I have significant experience of analysis across multiple markets within a single engagement

EMEA Denmark, France, Germany, Ireland, Italy, Spain, Sweden, UK

Americas North America, Brazil, Colombia

Rest of World Australia, South Africa


Marketing Mix Modelling (MMM)
Brand Health Drivers
Budget Setting
Market/opportunity sizing


Jo's Journal. Documenting some of my thoughts about: marketing effectiveness, being an analyst, starting a business, freelancing, volunteering - and life in general.

  • 16/06/2019 17:28

Latest business reads and why they made the list

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  • 16/06/2019 17:28

Latest business reads and why they made the list

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  • 29/05/2019 18:14

Lifelong learning

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This policy is effective as of 14 May 2019.

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