Joanne Gordon

Marketing Effectiveness Consultant

Marketing Effectiveness Consultant Photo

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.


Title Date
#SBS Winner 8th January 2020
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