Make data-driven marketing decisions that you can count on

Research, analysis and modelling 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. 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.

“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..."
- Kevin Walsh, Forecasting and Data Analytics Consultant


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.

“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


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.

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



I’ll be your key and your interpreter

Hi, 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 and outputs that 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 end-to-end projects.





marketing mix modelling


Optimise your 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 may already 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 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 a model that helped you?

Marketing Mix Modelling (type of econometrics) is an approach for economic measurement. It’s a technique 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 exactly does marketing mix modelling help?

1

Strip out the base sales you would have made anyway to understand the true impact your marketing 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



“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 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’m happy 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 & training, if you want to take things in-house.


“Jo 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 Gordon

I’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 UK, where I’ve helped world-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 end-to-end projects. Learn more about how I work, or view my career history on LinkedIn.

Read my blog series about MMM

Start with this guide to what marketing mix modelling is. Then read about how the approach works. Move on to understand what it can tell you about how your marketing works. Understand the ways it can be used for marketing planning. Get an understanding of what it may cost and how best to put that in context. Hear my tips for finding the right MMM partner. Round off with these case studies.


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


Is MMM right for you? Arrange a free consultation.

My rate for modelling work starts at £375 per day + VAT, but fees depend on what you need. I prefer to discuss scope and agree a fixed fee. As a rough guide MMM projects tend to range from £5k - £50k depending on lots of factors. Not a fan of forms? Email me: jo@jogordonconsulting.com


research & analysis


Unlock the insights your data holds

Get recommendations that you can act on

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 help.


Make informed decisions that increase profits

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

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

Not sure how much to spend or how to split or 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…

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


Not sure how or where to start?

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 becoming independent in 2018, I’ve been helping business owners like you to solve real-world problems with data.

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


Research & analysis services 


Consultancy

Data Audits

Get a summary of the data your organisation holds. Recommendations on which 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 goals.

Forecasting

Learn how to set realistic sales and revenue targets for your business. Based on your future KPI goals. Using real-world data.


Analysis

Descriptive analysis

I’ll summarise trends and patterns in your data, deliver them in a format that suits and include recommendations for next steps.

Campaign analysis

I’ll analyse your latest campaign and summarise how it performed versus targets, previous campaigns or industry norms.

Competitor analysis

Using the SWOT principle (strengths, weaknesses, opportunities and threats), I’ll look at how your business is positioned.


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 & analysis expert

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



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.


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 role or hands-on project delivery.”
 - Kevin Walsh, Forecasting and Data Analytics Consultant


Tell me about your project

Consultancy projects start at £375 per day + VAT. My rate for most other research and data work starts at £250 per day + VAT. I prefer to discuss scope and agree a fixed fee so that you get what you expect and only pay for what you need. Not a fan of forms? Email me: jo@jogordonconsulting.com


freelance partnerships


An extra pair of hands to get over the line

Release pressure and create space

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 over two decades. Whether you’ve got a gap in your 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...

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


If you know 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

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




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


“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

Consultancy projects start at £375 per day + VAT. My rate for most other research and data work starts at £250 per day + VAT. I prefer to discuss scope and agree a fixed fee so that you get what you expect and only pay for what you need. 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 Gordon

Hi, I’m Jo Gordon, an analyst with over twenty years experience in data and analytics. I set up independently in 2018 after leaving London to build a more rounded lifestyle. Whether you’re running an established analytics team, are 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 marketing insights, recommendations and strategy

Whoever I work with and whatever approach we take the focus is on using data to drive action: 

  1. Marketing mix modelling for agencies, freelancers and direct to businesses
  2. Research & analysis for agencies and small businesses. From reporting to strategic consultancy
  3. Freelance partnerships to combine complementary skills, play to strengths and pitch bigger

 

“Fast turnaround time. Highly recommend!" - Recruiter


A flexible approach

My objective is to understand the business problem 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 low overheads. 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


Recognition

At the end of 2019 I joined the #SBS family after Theo Paphitis selected my business in Small Business Sunday on Twitter. I was also acknowledged by Acquisition International in their Influential Business Woman Awards for 2020. Awards do not make me better at what I do, but as someone who naturally avoids the limelight they provide a great opportunity for me to show the world.

Beyond the business

I was helping kids to get enthusiastic about reading and also befriending end-of-life patients before Covid-19, volunteering through charities in my local community. I plan to return to both roles as soon as it is considered safe. I spend lots of downtime reading and trying to complete Netflix. I am a fair-weather cyclist and walker, especially if there is a pub along the way.  


Tell me about your project

Consultancy projects start at £375 per day + VAT. My rate for most other research and data work starts at £250 per day + VAT. I prefer to discuss scope and agree a fixed fee so that you get what you expect and only pay for what you need. Not a fan of forms? Email me: jo@jogordonconsulting.com

blog


Get insights, ideas and tips on how to make marketing decisions using data and ways to measure marketing effectiveness. So you can make more confident decisions and optimise your spend for maximum impact.

5 min read
16/11/2020 15:53

testimonials


 As a satisfied client of Jo, I could write endless approvals for her incredible Marketing Mix Modeling skills! Jo brings all the skills and intelligence of a driven, self-starting entrepreneur to statistical analysis. As a Marketing Mix modeler, Jo already has the experience of a high-end analyst to quickly move through your sales and marketing process to help you adapt the best strategy possible. She had the whole concept thing planned out early and her delivery of easy to understand reports and predictive tools were not without a touch of excellence. Jo definitely gets my highest recommendation for her MMM knowledge, abilities and 1st class client support."

Roger BaggCEO, Entrepreneur, Angel Investor

 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

 Amazing analyst, modeler, and presenter. Incredibly thorough and clear in all her analysis - very quick to learn our in-house software, and delivered everything on time. Great quality of work, would highly recommend!"

Sarah AggarwalConsultant

 Jo was my first director when I started my career in analytics. I had the pleasure of working with her at both Mindshare and Brandscience. She presents an unusual combination of strategic thinking, an analytics mindset and truly creative problem solving . As a team leader or team member, she earns my highest recommendation."

Xuan ZhengMarketing analytics consultant

 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 from £375 per day + VAT. Either way I prefer to discuss scope and agree a fixed fee because I offer a tailored service and there are lots of factors at play.

+44 (0)7757 086033
Office hours: Mon-Fri 09.00-17.00
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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