Helping to achieve profitable growth by providing data driven solutions

Analysis | Modelling | Strategy


About About
Jo Gordon Consulting Ltd. was established in 2018 and is based in Newark, Nottinghamshire. Jo Gordon has 20 years commercial experience in marketing effectiveness analysis. 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 UK (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 (see blog post 16/9/19 for a clear explanation.) She also has significant experience in other analytical approaches which all have a common purpose: using data to derive measurements and insights; leveraging this information to make more better 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, half of her experience is international, including extensive multi-market analytics programmes. She is an expert in using Excel, Eviews and proficient in SPSS and R.

Today Jo applies this experience to:
  • Provide interim analytics resource to agency or in-house analytics teams
  • Offer bespoke training on MMM, data and analytics best practice and software used for analysis
  • Support other small businesses with a range of professional services 

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.

MMM Services

Jo provides some or all of these services on an interim or retained basis to agency or in-house analytics teams. She also works directly with decision-makers to design, undertake and implement end-to-end projects/programme. See Jo's 16/9/19 blog for a straightforward rundown of MMM.


Collection Query compilation Cleansing Processing Exploratory analysis

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Econometrics/MMM Visualisation Recommendations Presentation Executive report

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

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Project/Programme Management

Data collation request Data owner liaison Resource allocation Delivery coordinator

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Students Analysts Agencies Purchasers

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Fees & Service

Hourly Day Rate Fixed Service details

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Other Services

Jo has a broad, transferable skill set built up over twenty years working with commercial organisations.

Summary of data your organisation holds: quality, anomalies, alternatives. Recommendations on which of these data sources are most important according to your objectives. Data collation, input and cleaning can also be included if required. 
Summary: trends, patterns and relationships between factors.
Reporting: spreadsheet; document; presentation.
Interpretation: hypotheses and suggested next steps.
Report on your latest campaign and how it performs relative to: targets, previous campaigns, industry norms.
Based on the SWOT principle: strengths, weaknesses (internal), opportunities, threats (external).
A bespoke data driven framework to forecast necessary marketing spend to achieve business targets.
Estimating future KPIs  is a useful starting point for setting realistic business targets, for example. 
Jo has been managing analytical & business process projects / programmes since 2005. Highly organised coordinator, experienced at working with a broad spectrum of stakeholders, including C suite. Excellent at scheduling, prioritisation and record-keeping.
Excel: intro to spreadsheets best practice; charting; text / arithmetic / logic / lookup functions; pivot tables; statistical functions.

EViews: how to use this package for econometric modelling.

R: introduction; data manipulation; charting; linear regression; marketing analytics packages.
Significant experience of editing UK English marketing and analytics text / graphics for grammar, comprehension and consistency. Acute attention to detail.

Accomplished writer of UK English executive reports & presentations for technical and non-technical audiences on econometrics, MMM and marketing effectiveness.
Jo is very experienced at sourcing information and statistics in the public domain.

Jo loves solving commercial problems with data. Let's talk.


Kevin Walsh:Forecasting and data analytics consulting

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.


Great fast work, thank you!


Fast turnaround time, good communication. Highly recommend!

Camilla Cecarini:Head of Marketing Science

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.

Sarah Stallwood:Principal Consultant

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 Hunt:General Manager

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.








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

Americas North America, Brazil, Colombia

Rest of World Australia, South Africa

Blog: Jo's Journal

  • 29/01/2020 09:23

With 2 months to go, my thoughts on the upcoming changes to IR35 legislation.

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  • 19/12/2019 09:52

Snapshots of my life in 2009 and 2019. How changing my life contributed to happiness.

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  • 20/11/2019 19:04

What I think makes a good brief a great one

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  • 05/11/2019 15:39

How changing my mindset has benefited my business

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  • 15/10/2019 11:41

How one non-driver derives joy from the most unlikeliest of industries.

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  • 16/09/2019 14:28

Non-techie, non-sales-y overview of econometric and marketing mix models

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  • 31/08/2019 15:53

Small business perspective on the difference between price and value.

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  • 14/08/2019 17:15

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

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  • 03/08/2019 16:05

Life lessons from cats

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  • 15/07/2019 09:28

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

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  • 01/07/2019 14:55

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

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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

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