Make data-driven decisions that you can count on

Research, analysis and modelling services for pragmatic change-makers

Overview


You’re driving innovation but you’ve got a level head. You want to back up the bold actions you’re taking with statistics and insights that fill you with confidence. You want to do more with data. You want facts that will inform your strategy.

Marketing Mix Modelling

We’ll build a statistical model that analyses how all of your marketing channels and tactics work together to deliver against key performance indicators.

You’ll get an in-depth understanding that will help you optimise your investments for maximum returns.

Discover the benefits of Marketing Mix Modelling.


Research and Analysis

Whatever your business question might be, I’ll use the skills I’ve built up over twenty years to help you collect, analyse and interpret data that gives you the answers.

Learn about my research and analysis services.


Freelance Partnerships

Looking for a reliable and experienced freelance analyst to help you deliver on a project or pitch for bigger jobs?

Let’s work together.


 I’ll be your key and your interpreter

Jo GordonHi, I’m Jo Gordon, a Nottinghamshire-based freelance analyst with twenty years commercial experience helping national and global clients solve business problems with data.

I’ll use my wide-ranging skills to unlock the insights hidden in your data and translate them into language you can work with.

I set up independently in 2018 and now provide services, consultation and training to in-house analytics teams, as well as working with decision-makers to undertake and implement end-to-end projects.


“Jo is exactly the sort of analyst you want on your team. She is 100% reliable and committed to delivering accurate, insightful results.”
- Sarah Hunt, General Manager


“Jo is simply the best thought-leader and practitioner in marketing mix modelling that I've worked with. She is a clear and effective communicator of complex concepts with extensive industry experience. Jo is equally competent in a consulting/leadership role or hands-on project delivery.
I enjoyed and learned a lot from her during our project and would highly recommend her to potential clients, particularly in the MMM area.”
- Kevin Walsh, Forecasting and Data Analytics Consultant


“Jo is technically excellent, thorough, well-organised and easy to work with”
- Sarah Stallwood, Principal Consultant



Marketing Mix Modelling


Optimise your marketing spend for maximum impact

Develop a high-level understanding of where and when to invest


You run a tight ship. You’re on top of the numbers and you’re constantly tweaking and refining what you do.

You have a good understanding of what’s working and what isn’t, but you know there’s room for improvement.

You want to spend wisely and feel confident about every decision you’re making.

But you have questions you can’t answer. Problems you can’t solve:

What impact does your marketing and promotional activity have beyond the base sales you would have made anyway?

How are non-marketing activities affecting sales?

What is the true return on investment from every channel and tactic you’re using?

Where should you increase spending and where should you reduce it?

Which channels and tactics will work quickly to produce short-term results?

Which channels and tactics leave a lasting message?

How should you phase campaigns according to seasonal trends?


What if you had an analysis model that answered all of those questions?


Marketing Mix Modelling (a form of econometrics) is a method for economic measurement. It’s a set of techniques that will help you unravel the complexity of all the different factors at play within your marketing mix.

What you end up with is a simplified model that you can simulate with. It’ll help you analyse, interpret and plan for every campaign, so that you can get more for your money, wherever you’re spending it.


How can Marketing Mix Modelling help you?


1

Strip out the base sales you would have made anyway to understand the true impact your marketing and promotional activity has on profits

2

Measure the impact of non-marketing factors, such as weather conditions or distribution changes, for example

3

Learn how to optimise your budget for maximum effectiveness across your marketing mix so you can increase sales and/or long term impact


4

Learn how to phase your marketing spend across the year to take advantage of seasonal opportunities and trends


5

Forecast your key metrics based on planned marketing and promotional activities with real-world data from multiple sources and channels

6

Measure a complete set of channels and tactics within one model, rather than looking at each data source individually



“Jo is simply the best thought-leader and practitioner in marketing mix modelling that I've worked with. She is a clear and effective communicator of complex concepts with extensive industry experience. Jo is equally competent in a consulting/leadership role or hands-on project delivery.
I enjoyed and learned a lot from her during our project and would highly recommend her to potential clients, particularly in the MMM area.”
- Kevin Walsh, Forecasting and Data Analytics Consultant


How does the marketing mix modelling process work?


Answering your business question 

I’m here to help you make informed decisions that are driven by data. The approach we take is of secondary importance to me and because I’m independent, I can be flexible to meet your needs.

Once I understand your goals, I’ll design and conduct the appropriate analysis and modelling. After we’ve unlocked the insights your data holds, I’ll interpret them. I’ll provide guidance and recommendations to help you work them into your strategy.

The initial process can take between two weeks and three months, depending on how many KPIs we’re measuring and what outcomes we’re working towards.


Effective communication

I’ll project manage the process from start to finish, working with at least one point of contact on your team. We’ll create a project plan beforehand with agreed milestones.

I’ll show you my workings at all stages and deliver formatted data along with summaries and commentary in one or more formats according to your preferences.

I have leadership experience that includes liaising with and presenting to clients. My stakeholder skills can be put to good use to help you communicate our findings.


A flexible approach

To build the model, lots of data is needed. Ideally, weekly information going back at least three years for anything that might theoretically affect your sales.

Thankfully, automation has come a long way in the twenty years I’ve been practising econometrics. If you don’t have this data readily available, I can help you source and collate it.

I’ll take into account what you’re already doing and make sure whatever we set up can be developed later (either by myself or someone on your team). Once we’ve built a model that answers your questions, that model becomes yours.

I also offer documentation and training, should you want to take this process in-house eventually.


“Jo is absolutely great to work with, very reliable and accountable. She has extensive experience in marketing mix modelling projects and she very quickly got up to speed with the project and delivered a strong and complex analysis which answered all of the clients requests to a very high standard. I'd love to work with her again in future.”
 - Camilla Cecarini, Head of Marketing Science


Take advantage of my extensive experience

Jo GordonI’m Jo Gordon, an Econometrician with over twenty years commercial experience. I’ve worked with and had leading roles in some of the most well-respected analytics teams in the country, where I’ve helped famous brands make smart decisions using data.

I’ve worked on a global scale across a range of industries, including alcohol, automotive, CPG/FMCG, health, pharma, retail and telecoms.

I set up independently in 2018, and now provide services, consultation and training to in-house analytics teams, as well as working with decision-makers to undertake and implement end-to-end projects.


Learn more about how I work, or view my career history on LinkedIn.

“Jo is technically excellent, thorough, well-organised and easy to work with”
- Sarah Stallwood, Principal Consultant


Is Econometrics right for you? Get in touch to arrange a consultation.

Please note that my rate for modelling work starts at £375 per day + VAT. 
I prefer to discuss scope and agree a fixed fee.


Not a fan of forms? Email me: jo@jogordonconsulting.com


Research and Analysis


Unlock the insights your data holds

...and turn them into recommendations you can work with


You appreciate the value of data, but collecting, analysing and interpreting it is a whole other story. Whether you don’t know where to start or you need some help to finish, I’ll step in to solve your problem.


Make informed decisions that increase profits


When you truly understand the numbers behind your business (and your marketing, in particular) you’ll be able to reduce costs and increase sales:

Don’t know how to accurately measure return on investment?

Not sure how much to spend or how to spread your budget?

Need a deep analysis that breaks down what’s working and what isn’t?

Or something else?


Your data holds the key to more profit. Work with me to decipher its secrets and…


Feel confident in the choices you're making and use the insights we uncover to convince others
Confirm what works and what doesn’t, and ensure that your plans are aligned with your goals
Claim back your time for the work you do well and focus on driving the business forward
Ease the pressure your team is facing and allocate resources more effectively
Exceed expectations with insights that solve real-world problems
Offer a broader service and pitch for bigger opportunities


Don’t know where to start with research and analysis?


I’m an all-rounder. I offer extensive research and analysis services using the skills I built up during an eighteen-year corporate career.

Since going independent in 2018, I’ve been using those skills to help business owners like you solve real-world problems with data.


“Jo is technically excellent, thorough, well-organised and easy to work with”
- Sarah Stallwood, Principal Consultant


Research and analysis services


Consultancy

Data Audits

Get a summary of all the data your organisation holds and recommendations on which data sources are most important for you.

Budget Setting

I’ll work with you to develop a bespoke, data-driven framework to forecast how much you’ll need to spend to achieve your marketing goals.

Forecasting

Learn how to set realistic sales and revenue targets for your business based on estimates of your future KPIs. All backed up with real-world data.


Analysis

Descriptive analysis

I’ll summarise trends and patterns in your data, deliver them in a spreadsheet, document or presentation, and include recommendations for next steps.

Campaign analysis

I’ll analyse your latest campaign and summarise how it performed in relation to your targets, previous campaigns and industry norms. I’ll include recommendations for your next campaign.

Competitor analysis

Based on the SWOT principle (strengths, weaknesses, opportunities and threats), I’ll conduct an in-depth analysis of how your business is positioned against competitors.


Other

Desk research
Make use of my vast experience of sourcing information and statistics that are available in the public domain.
Software training

Learn how to take full advantage of the software you’re using to collect, record, analyse and present your data.

Something else?

If you’ve got a problem and you don’t know what the solution is, get in touch. I’ll help you find the right approach.


Your go-to research and analysis expert

Jo GordonI’ve handled data for twenty years now, working with some of the most well-respected agencies in the industry.

I didn’t over-specialise, so I’ve built up a broad and deep set of skills that I can put to good use in your business.


I’m not particular about the approach we take. My goal is to help you make well-informed decisions that are backed up by data.


Learn more about me and how I work or view my career history on LinkedIn.

“Jo is a clear and effective communicator of complex concepts which she's applied in her extensive industry experience. She is equally competent in a consulting/leadership role or hands-on project delivery. I enjoyed and learned a lot from her during the project and would highly recommend her to potential clients.”
 - Kevin Walsh, Forecasting and Data Analytics Consultant


Tell me about your project

Please note that my rate for most research and data work starts at £250 per day + VAT.
Consultancy projects start at £375 per day + VAT. 
I prefer to discuss scope and agree a fixed fee.


Not a fan of forms? Email me: jo@jogordonconsulting.com


“Jo is absolutely great to work with, very reliable and accountable. She has extensive experience. She very quickly got up to speed with the project and delivered a strong and complex analysis, answering all of the client’s requests to a very high standard. I'd love to work with her again in future.”
- Camilla Cecarini, Head of Marketing Science


Freelance Partnerships


An extra pair of hands to get your project over the line

... release some of the pressure and pave the way for bigger projects


I’m Jo Gordon, a freelance data analyst with a strong academic background and over twenty years experience working with some of the most well-respected analytics teams in the industry.


Tap into my broad range of skills


I’ve been applying what I know to real-world business problems for two decades.

Whether you’ve got a gap in your own skill-set, a busy schedule and an unexpected change to the scope of a project, or you want to spend more time on the things you enjoy and less on the things you don’t, team up with me and we’ll deliver together.


A partnership can help you to...


Deliver on your promises to clients and exceed their expectations
Claim back your time for the work you do well and focus on driving the business forward
Offer a broader service and pitch for bigger opportunities


If you know exactly what you need, email me now and we’ll arrange a chat: jo@jogordonconsulting.com

To get an idea of what I can offer, take a look at my research and analysis services.


“Jo is exactly the sort of analyst you want on your team. She is 100% reliable and committed to delivering accurate, insightful results.”
- Sarah Hunt, General Manager


I’m here to help clients make decisions

Jo GordonHi, I’m Jo Gordon. I didn’t overspecialise during my 18-year corporate career, so I’m equally at home building spreadsheets or reports as I am undertaking econometric modelling.


I’m building a portfolio around helping decision-makers work out the best way forward. The analysis approach is of secondary importance to me.


Read more about me and how I work or view my career history on LinkedIn.

“Jo is absolutely great to work with, very reliable and accountable. She has extensive experience. She very quickly got up to speed with the project and delivered a strong and complex analysis, answering all of the client’s requests to a very high standard. I'd love to work with her again in future.”
- Camilla Cecarini, Head of Marketing Science


Tell me about your project

Please note that my rate for freelance partnerships starts at £250 per day + VAT. 
I prefer to discuss scope and agree a fixed fee.


Not a fan of forms? Email me: jo@jogordonconsulting.com


About


“If you always do what you’ve always done, you’ll always get what you always got.” - Henry Ford

I help businesses make smart decisions that are driven by data

Jo GordonHi, I’m Jo Gordon, an analyst with twenty years experience in the industry.I set up independently in 2018 after leaving London to build a more rounded lifestyle.

Whether you’re running a well-established analytics team, an independent business or your own freelance agency, I can use my broad and deep bank of skills to help you unlock the insights your data holds.


I work with decision-makers to turn data into insights, recommendations and strategy



“Fast turnaround time. Highly recommend!"
- Recruiter


A flexible approach

My objective is to understand the business problem first and then design an appropriate method to solve it. The simpler the better. I’ll set things up so they can easily be changed or developed in the future, either by myself or someone else.

If you want to run analysis in-house eventually, I’ll train your team to a high level. I don’t want to replace what you’re doing, I want to enhance it.


Value for money

I’ve worked extensively for some of the most well-respected firms in the industry, managing projects at a leadership level for famous brands nationally and globally.

I work quickly and produce first-rate work, but with none of the associated overheads agencies carry. To put it simply, you’ll get your money’s worth and more.


One point of contact

When you hire me, you get me. Nothing in your brief will get lost in translation and the depth of my experience will be reflected in the output.

People tell me I’m totally reliable, good at making stuff happen, and great at explaining complex things simply.


“Jo is exactly the sort of analyst you want on your team. She is 100% reliable and committed to delivering accurate, insightful results.”
- Sarah Hunt, General Manager


Beyond the business


The flexibility of self-employment means I can volunteer.  I'm helping kids get enthusiastic about reading, befriending end-of-life patients in day therapy and I also worked in a charity retail store before my business became more established.


Volunteering has been a great way to meet people since my husband and I moved from London to Newark in Nottinghamshire. We both work from our respective home offices and spend our spare time walking or cycling within the nearby countryside. 


Literacy Volunteers logoBeaumond House Community Hospice logo


Tell me about your project

Please note that my rate for research and data work starts at £250 + VAT. 
My rate for modelling and consultancy starts at £375 a day + VAT. 
I prefer to discuss scope and agree a fixed fee.


Not a fan of forms? Email me: jo@jogordonconsulting.com

Blog


Get insights, ideas and tips on how to measure marketing effectiveness so you can optimise your spend for maximum impact.

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Testimonials


Jo was one of my first managers when I joined Ohal (Gain Theory) back in 2004 as a graduate. It was therefore an absolute pleasure to work with Jo last year (2018) as a contractor on my team. I chose Jo because I could rely on her ability to be up to speed within hours and capable of generating market mix models within the CPG sector that would be client ready with limited or no input from myself. Jo is very hands on and methodical so she was able to both make use of Analysts in the team for data work but also undertake this herself when needed. Jo was also able to assist more junior members in the team with theory questions and best approaches which is one of her key strengths. The role Jo had in the team was Modelling Director as she headed up large country engagements for one of our long-standing clients, a FTSE 100 company in the alcoholic beverages sector. Jo worked for us over a four-month period. I would not hesitate to engage with Jo Gordon in the future."

Andrew BertolasoSenior Partner

Jo is simply the best thought-leader and practitioner in marketing mix modelling that I've worked with. Additionally, She is a clear and effective communicator of complex concepts which she's applied in her extensive industry experience. Jo is equally competent in a consulting/leadership role or hands-on project delivery. I enjoyed and learned a lot from her during the project and would highly recommend her to potential clients, particularly in the MMM area."

Kevin WalshForecasting and data analytics consultant

I had the pleasure to work with Jo when she contracted at MediaCom in 2017. She absolutely great to work with, very reliable and accountable. She has an extensive experience in MMM projects and she very quickly got up to speed with the project and delivered a strong and complex analysis which answered all of the clients requests with a very high standard. I'd love to work with her again in future."

Camilla CecariniHead of Marketing Science

I worked with Jo on a global retail client. Jo worked on the modelling, she was technically excellent, thorough, well organised and easy to work with."

Sarah StallwoodPrincipal Consultant

Jo is exactly the sort of analyst you want on your team. She is 100% reliable, committed to deliver accurate, insightful results and a considered, thorough manager of projects and people."

Sarah HuntGeneral Manager

Get in touch


Please note that my rate for research and data work starts at £250 per day + VAT. 
Modelling and consultancy projects start at £375 per day + VAT. 
I prefer to discuss scope and agree a fixed fee.

jo@jogordonconsulting.com
+44 (0)7757 086033

Office hours: Mon-Fri 09.00-17.00, but because I am an amazing Auntie ...
Office hours Jul-Aug 2020: Mon & Wed 09.00-17.00; Tue/Thu/Fri 08.00-11.30

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

Not a fan of forms? Email me: jo@jogordonconsulting.com
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