Marketing Analytics
Built a data-driven personal branding website in 3 weeks and implemented GA4, GTM, and UTM tracking to analyze traffic sources, visitor behavior, and portfolio engagement.
GA4 Dashboard with the acquisition data of the website.
Situation
I created DH Marketing as a personal project to build my brand from scratch and showcase my work through a portfolio website. I also wanted the site to function as a measurable digital asset, so I needed a way to track how visitors from LinkedIn and job applications interacted with my content.
Website about section.
Task
I was responsible for developing the brand identity in partnership, building the website, and implementing a complete marketing analytics structure. My goal was to collect reliable engagement data and use it to understand what content, traffic sources, and user actions were driving the most value. Click here to see the website!
Color Palete and Branding guidelines.
Action
Developed the DH Marketing brand identity, including logo direction, color palette, tone of voice, mission, vision, and value proposition.
Conducted a SWOT analysis to clarify positioning opportunities and guide strategic decisions.
Built the first version of the portfolio website using Base44 to showcase projects and case studies.
Implemented GA4 and GTM to track page views, clicks, and project interactions across the website.
Created custom UTM parameters to measure traffic from LinkedIn posts and job application channels.
Built a Looker Studio dashboard to monitor traffic sources, engagement patterns, and performance trends.
Analyzed user behaviour and peer feedback to identify improvements.
Looker Studio Dashboard showing the acquisition report.
Result
Created a fully measurable portfolio ecosystem that gave me visibility into how users discovered and interacted with my website. The project helped me generate actionable insights for UX and messaging improvements while demonstrating my ability to connect branding, analytics, and website strategy in one end-to-end marketing analytics project.
Daniel Hirata
Marketing Strategist | Performance & Growth
ielhirata@gmail.com
+55 (11) 99514-3344
+1 236-990-3927
Bridging the gap between creativity and strategy.
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