Marketing effectiveness consultant

Analytics | Data | Marketing


Jo Gordon Consulting Ltd. was established in 2018 and is based in Newark, Nottinghamshire. It is run by Jo Gordon, who has 20 years commercial experience in marketing effectiveness analysis. Jo has a BA in Economics with Econometrics from the University of Kent and a BSc in Psychology from the Open University.

Before becoming independent, Jo worked for 18 years in London for some of the most well-respected marketing analytics teams in the industry (ohal, now Gain Theory; BrandScience, now Annalect; Mindshare Worldwide and Blue Hive, now GTB.) More recently, as Head of Marketing Effectiveness at Virgin Media.

Jo specialises in marketing mix modelling (MMM - an application of econometrics) but also has significant experience in alternative approaches, using data to understand how marketing impacts a business and to leverage these insights to make more efficient marketing and business plans.

Jo has undertaken, managed and led analysis in many industries, in particular CPG and automotive. While she has a deep understanding of the UK market, over half of her experience is international including several extensive multi-market analytics programmes. She is an expert in Excel and Eviews and also proficient in SPSS and the open-source data science software R; with a plan to extend into python in 2020.

Today Jo applies this experience to:
  • Provide interim analytics resource to agency or in-house analytics teams
  • Answer ad-hoc or ongoing business questions for SMEs
  • Offer bespoke training on MMM and/or general data and analytics best practice

Outside of work Jo has three local voluntary roles and enjoys walking or cycling within the nearby countryside. She is kept company in her home office by a feline co-worker called Chester.

Blog: Jo's Journal

  • 14/08/2019 17:15

Find and be found. But don't think too rigidly

Read More
  • 03/08/2019 16:05

Life lessons from cats

Read More
  • 15/07/2019 09:28

So, what do you do when you're not working?

Read More
  • 01/07/2019 14:55

Inspired by a debate I attended about the impact of technology on freelancers

Read More
  • 16/06/2019 17:28

Latest business reads and why they made the list

Read More
  • 29/05/2019 18:14

Lifelong learning

Read More

MMM Services


Collection Query compilation Cleansing Processing Exploratory analysis

Learn More


Econometrics/MMM Visualisation Recommendations Presentation Executive report

Learn More


Forecasting Scenario planning Budget setting Adj. for long term Embedding learning

Learn More

Project/Programme Management

Data collation request Data owner liaison Resource allocation Delivery coordinator

Learn More


Students Analysts Agencies Purchasers

Learn More

Fees & Service

Hourly Day Rate Fixed Service details

Learn More

Other Services

Test Calibration

As an expert level user of a type of software Jo Gordon Consulting Ltd. has helped a recruitment team to calibrate the level of their selection test for intermediate users of that software.

KPI selection

If you want to implement a more data driven approach, Jo Gordon Consulting Ltd. can help you understand what you need to track and why, how frequently and with which source of data. 

Budget setting

Marketing Mix Modelling is not always necessary or possible to determine what you need to spend on marketing. Jo Gordon Consulting Ltd. can provide a robust and practical solution.

Predictive modelling

Sometimes you need to be able to forecast accurately but without needing to explain the drivers of the trend. Jo Gordon Consulting Ltd. can build an appropriate model for your purpose.

Campaign analysis

Need a one-off deep dive but don't have the time to do it?

Descriptive analysis

Do you need to summarise a tranche of sales data and pull out the key trends?

Proof reading

Jo Gordon Consulting Ltd. has a keen eye for detail with significant experience of editing UK English marketing and analytics text / graphics for grammar and comprehension.

Not sure?

Jo Gordon Consulting Ltd. loves solving problems with data. Just get in touch and let's talk.








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

Americas North America, Brazil, Colombia

Rest of World Australia, South Africa


Email, call or use the contact form below if you would like to understand more about what Jo Gordon Consulting Ltd. offers.

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

Privacy policy

Your privacy is important to us. It is Jo Gordon Consulting Ltd.'s policy to respect your privacy regarding any information we may collect from you across our website,, and other sites we own and operate.

We only ask for personal information when we truly need it to provide a service to you. We collect it by fair and lawful means, with your knowledge and consent. We also let you know why we’re collecting it and how it will be used.

We only retain collected information for as long as necessary to provide you with your requested service. What data we store, we’ll protect within commercially acceptable means to prevent loss and theft, as well as unauthorised access, disclosure, copying, use or modification.

We don’t share any personally identifying information publicly or with third-parties, except when required to by law.

Our website may link to external sites that are not operated by us. Please be aware that we have no control over the content and practices of these sites, and cannot accept responsibility or liability for their respective privacy policies.

You are free to refuse our request for your personal information, with the understanding that we may be unable to provide you with some of your desired services.

Your continued use of our website will be regarded as acceptance of our practices around privacy and personal information. If you have any questions about how we handle user data and personal information, feel free to contact us.

This policy is effective as of 14 May 2019.

Generated by 

Website terms of service

1. Terms

By accessing the website at, you are agreeing to be bound by these terms of service, all applicable laws and regulations, and agree that you are responsible for compliance with any applicable local laws. If you do not agree with any of these terms, you are prohibited from using or accessing this site. The materials contained in this website are protected by applicable copyright and trademark law.

2. Use License

Permission is granted to temporarily download one copy of the materials (information or software) on Jo Gordon Consulting Ltd.'s website for personal, non-commercial transitory viewing only. This is the grant of a license, not a transfer of title, and under this license you may not:

modify or copy the materials;

use the materials for any commercial purpose, or for any public display (commercial or non-commercial);

attempt to decompile or reverse engineer any software contained on Jo Gordon Consulting Ltd.'s website;

remove any copyright or other proprietary notations from the materials; or

transfer the materials to another person or "mirror" the materials on any other server.

This license shall automatically terminate if you violate any of these restrictions and may be terminated by Jo Gordon Consulting Ltd. at any time. Upon terminating your viewing of these materials or upon the termination of this license, you must destroy any downloaded materials in your possession whether in electronic or printed format.

3. Disclaimer

The materials on Jo Gordon Consulting Ltd.'s website are provided on an 'as is' basis. Jo Gordon Consulting Ltd. makes no warranties, expressed or implied, and hereby disclaims and negates all other warranties including, without limitation, implied warranties or conditions of merchantability, fitness for a particular purpose, or non-infringement of intellectual property or other violation of rights.

Further, Jo Gordon Consulting Ltd. does not warrant or make any representations concerning the accuracy, likely results, or reliability of the use of the materials on its website or otherwise relating to such materials or on any sites linked to this site.

4. Limitations

In no event shall Jo Gordon Consulting Ltd. or its suppliers be liable for any damages (including, without limitation, damages for loss of data or profit, or due to business interruption) arising out of the use or inability to use the materials on Jo Gordon Consulting Ltd.'s website, even if Jo Gordon Consulting Ltd. or a Jo Gordon Consulting Ltd. authorized representative has been notified orally or in writing of the possibility of such damage. Because some jurisdictions do not allow limitations on implied warranties, or limitations of liability for consequential or incidental damages, these limitations may not apply to you.

5. Accuracy of materials

The materials appearing on Jo Gordon Consulting Ltd.'s website could include technical, typographical, or photographic errors. Jo Gordon Consulting Ltd. does not warrant that any of the materials on its website are accurate, complete or current. Jo Gordon Consulting Ltd. may make changes to the materials contained on its website at any time without notice. However Jo Gordon Consulting Ltd. does not make any commitment to update the materials.

6. Links

Jo Gordon Consulting Ltd. has not reviewed all of the sites linked to its website and is not responsible for the contents of any such linked site. The inclusion of any link does not imply endorsement by Jo Gordon Consulting Ltd. of the site. Use of any such linked website is at the user's own risk.

7. Modifications

Jo Gordon Consulting Ltd. may revise these terms of service for its website at any time without notice. By using this website you are agreeing to be bound by the then current version of these terms of service.

8. Governing Law

These terms and conditions are governed by and construed in accordance with the laws of United Kingdom and you irrevocably submit to the exclusive jurisdiction of the courts in that State or location.

Generated by