Marketing Data Analysis Portfolio
GA4/GTM setup, Power Query automation, Power BI dashboards, and SQL-based business reporting for cleaner tracking, better reporting, and clearer decisions.
Selected Outcomes
The work is designed to eliminate manual data engineering, expose misattribution, and build automated BI foundations.
Core Services
End-to-end data architecture, automated ETL pipelines, and revenue-focused analysis.
GA4 & sGTM Architecture
Custom event taxonomy, server-side GTM (sGTM) implementation, conversion tracking, and rigorous QA validation.
Automated ETL Pipelines
Custom Power Query workflows to extract, transform, and load fragmented source files into model-ready, standardized datasets.
Power BI & SQL Analysis
Relational data modeling, executive KPI reporting, and SQL-based analysis for multi-touch attribution and LTV.
Who This Is For
The portfolio is built for teams and businesses that need cleaner marketing data operations and better performance visibility.
Businesses & Founders
- Need better tracking visibility
- Want cleaner reporting
- Need clearer decisions from raw data
Marketing Teams
- Need recurring reports cleaned and automated
- Need dashboard-ready source data
- Need stronger conversion measurement
Agencies
- Need help with GA4/GTM support work
- Need spreadsheet and reporting cleanup
- Need repeatable KPI reporting workflows
Selected Projects
A few examples of tracking, automated ETL, and data modeling work.
GA4 & GTM Event Architecture
Problem: Default pageview tracking left high-value lead generation actions and funnel drop-offs entirely invisible.
Solution: Engineered a custom GTM pipeline with strict event taxonomy to capture precise lead-gen interactions and abandonment.
- Strict Event Taxonomy
- Precision GTM Triggers
- Custom Parameter Enrichment
Power Query Automated ETL Pipeline
Problem: Fragmented ad-platform datasets contained overlapping channels, conflicting date structures, and unusable financial formats.
Solution: Engineered a fully automated, refreshable Power Query pipeline using custom M Code to permanently eliminate manual Excel cleanup.
- Custom M Code Programming
- Automated ETL Workflows
- Power BI Data Modeling
SQL Business Questions Analysis
Problem: Ad platforms claimed high returns, but isolated data silos hid the reality of shrinking actual profit margins.
Solution: Architected a normalized SQL database to eliminate manual spreadsheet merges and calculate true financial ROAS.
- Relational Data Modeling
- Cohort Analysis & LTV
- ROAS Engineering
Last-Click Attribution Analysis
Problem: Default last-click reporting credited $0 to every paid social channel.
Solution: Built a custom SQL attribution engine directly within the data warehouse, exposing a $412K misattribution error.
- SQL & Recursive CTEs
- Multi-Touch Attribution
- Executive Misattribution Report
Tools I Use
Analytics / Tracking
- Google Analytics 4 (GA4)
- Google Search Console (GSC)
- GTM (Web & Server-Side/sGTM)
Data Preparation
- Excel (Power Query & Macros)
- Python (Pandas)
- Automated ETL Workflows
Analysis / Reporting
- SQL (MySQL & BigQuery)
- Microsoft Power BI
- Pivot Tables & Data Modeling
How I Work
How the Work Can Be Scoped
The work can be structured as focused implementation, cleanup, audit, or reporting support depending on the need.
GA4 / GTM Setup
Event tracking, lead actions, CTA measurement, and key-event configuration.
Reporting Cleanup
Messy spreadsheets and exported files cleaned into a consistent reporting workflow.
Dashboard Build
KPI dashboards built from structured source data for ongoing reporting use.
Tracking Audit
Current setup reviewed for gaps, missing events, naming issues, and implementation fixes.
Common Questions
What types of projects do you handle?
I focus on end-to-end data architecture and analysis. This includes custom GA4 and GTM (Web & Server-Side) implementations, automated ETL pipelines using Power Query/Python, SQL-based attribution modeling, and dynamic Power BI executive dashboards.
Do you work with messy exported files?
Yes, but my goal is to eliminate them. I take fragmented data—like inconsistent CSVs, messy CRM exports, and overlapping ad platform reports—and build automated pipelines that clean, standardize, and load that data directly into your reporting tools so you never have to do it manually again.
Can you audit an existing GA4/GTM setup?
Absolutely. I audit for broken event taxonomy, missing lead-generation triggers, misattribution errors, and data layer gaps. The goal is to ensure your tracking pipeline feeds clean, model-ready data into your warehouse or BI tools.
Do you provide documentation and handoff?
Yes. High-level data architecture is useless if your team can’t manage it. I provide comprehensive implementation notes, data dictionaries, QA validation proof, and clear standard operating procedures (SOPs) for every workflow.
Need better tracking, cleaner reporting, or a dashboard built from messy exports?
If you need support with GA4/GTM setup, Power Query cleanup, Power BI dashboards, or SQL-based analysis, use the contact page or message me directly.