About Us

Jeff Nelson

Jeff has been working as an online marketing strategist since 1994. He has a B.A. and a Master of Business Administration. 

Jeff and his business partner, Damon James, started Anduro Marketing in June 2001. Jeff is still the president of this company. Jeff and Damon also developed SEO-Browser with Ian McAnerin. Jeff specializes in developing digital marketing strategies, website analytics and marketing metrics.  

LinkedIn Profile

Joanne O’Connell

Together Joanne and Jeff developed the structure and background fundamentals for Mx3 Metrics. 

Joanne has a B.A. in Mathematics and a Master of Arts in Psychology. Joanne is an experienced marketing and communications research professional.

She is currently acting as interim Director of Research for ECO Canada. Her specialties include Metrics and Measurements of marketing activity; primary consumer research, both quantitative and qualitative; and supportive coaching, teaching and workshops.

LinkedIn Profile


About Mx3 Metrics

Mx3 Metrics as a company came about after Joanne O’Connell and Jeff Nelson started teaching a course on Marketing Metrics at the University of Calgary. Joanne initially came up with the idea to teach this course. Her background in market research lead her to the conclusion that metrics would become increasingly critical as marketing and advertising moved online and into digital formats. Jeff’s contribution to the course was in the areas of online strategy, social media, and website analytics. The end result is that we started teaching together in 2010.

Teaching is not new to us. We have both taught courses in the Continuing Education faculty at the University of Calgary. Joanne taught Market Research and Jeff taught Business Management, Internet Marketing and Social Media. Joanne also teaches at the University of Lethbridge and at Mount Royal University. Jeff has also taught a variety of social media courses at SAIT Polytechnic. Jeff recently taught a 3 year degree level course of Management Information Systems at the Haskayne School of Business.

The first course that we taught together, Marketing Metrics & Measurement, was in the Spring of 2011 at the University of Calgary. Joanne continues to teach this course to students in a classroom setting twice a year.

Very shortly after the first course, we discussed the idea of starting a company that offered Marketing Metrics System and consulting to businesses. It took us a while to develop the models, processes, and methods but now Mx3 Metrics is this company. We are excited to work with companies to improve their understanding of marketing metrics and increase the effectiveness of their marketing campaigns.