Aaryan ShuklaAnalytics, research & marketingLet’s talk
Aaryan’s handwritten signature

My name.
A little of my story.

Marketing analytics
& customer insights.

I build shared reporting views and investigate changes in customer behaviour.

RésuméDownload PDF · 284 KBSelected work
Stylised portrait of Aaryan lightly touching his glasses

An agency.
A degree.
Work alongside it.

I ran a PR agency serving 20+ clients, then built marketing reporting at UC Online alongside my Business Analytics degree.

Start in 2016 ↓Explore the work ↗
The story
2016–2026A personal edition
Personal history, by Aaryan ShuklaFrom India to Cincinnati
The Aaryan Edition
Marketing came first.A decade in the making2016 to 2026

2016 / A small beginning

Pocket money.
First lessons.

I wrote blogs and built online profiles to earn pocket money.

I was learning how to get seen online and earn credibility, long before I had an agency.

Ink illustration of hands writing on a laptop, surrounded by loose pages.
Blogs & online profiles / Illustration
2018 / The white-label eraThe Media Segment

Behind
the name.

I worked behind the scenes for PR agencies. They held the client relationship; I did the work.

I learned to build relationships, pitch an offer and sell it.

The work behind itAaryan
ShuklaThe Media Segment
White-label PR work
An illustrated view of the working relationship.
Aaryan’s signature
The Aaryan EditionBeginnings & business01
2020 / Going publicThe Aaryan Edition • 02

From white-label work to direct clients

Now it wasMyStoryPublic Relations

I started taking on clients directly. The offer, the price and the process around delivery became my responsibility too.

Learning to run the work

The work grew.
So did my part in it.

Pricing, boundaries and follow-through became part of the job, alongside PR.

The offer

I put services into defined packages.

The process

I worked on outreach and coordinated contractors around delivery.

20+

clients across
the agency’s run

April 2018
to August 2023

College came next.

The agency continued
alongside it.
The Aaryan EditionWorking directly with clients02
2022 / A move to CincinnatiThe Aaryan Edition • 03
IndiaCincinnatiA move to study / 2022

College&work.

I moved to the US to study Business Analytics. I brought several years of agency work with me.

Some chapters
happened together.

In March 2023, I joined UC Online while studying Business Analytics.

MyStory PRThrough August 2023
Business AnalyticsAugust 2022 to April 2026
UC OnlineMarch 2023 to April 2026

April 2026

Graduated.

B.S. Business Analytics
University of CincinnatiDean’s ListUC Online role completed the same month.
The Aaryan EditionSome chapters happened together.03
2023–2026 / University of Cincinnati OnlineThe Aaryan Edition • 04

March 2023 / Work alongside my degree

Getting to
the numbers.

Marketing reporting
SEO as the primary focus

Managers had to go through a process to get performance data. Some information and goals weren’t being tracked.

My part in it

Built for
the team.

I connected GA4, Search Console and SEMrush in Looker Studio, giving the team a shared reporting view.

I presented the dashboard to the department so it could be used beyond my time at UC Online.

GA4Search ConsoleSEMrush
Looker Studio
Sources I connected.
Explanatory diagram.

2026 / Bringing it together

More than
a degree.

I graduated in April 2026 with a B.S. in Business Analytics, after three years of marketing reporting at UC Online.

I bring practical marketing experience to analytical work: building reporting around the question a team needs to answer.

The Aaryan EditionMarketing Analyst / March 2023 to April 202604

A closer look at the work

The work,
up close.

01 / Retention & cohort analysis

The rate fell.
What changed?

Independent analysis
Synthetic customer data · 2026

Synthetic data · 60-day repeat purchase

Acquisition share Earlier / Recent

  • Instagram11.7 / 22.4%
  • Direct23.0 / 9.9%
  • Influencer8.7 / 15.9%
  • Organic search23.7 / 16.2%
  • Paid search13.6 / 26.4%
  • Referral19.2 / 9.2%
Bar scale: 0–30% of eligible customers

Apply earlier shares
to recent channel
repeat rates.

Rates × channel proportions
Weighted estimate82.16%

Recent rates.
Earlier weights.

Synthetic project output · Eligible mature cohorts · Shares rounded to one decimal
Recent eligible customers4,123
60daysFull follow-up for both groups
Earlier eligible customers4,669

01 / The observed decline

A difference.
Not an explanation.

The recent group returned less often. Before recommending an offer change, I checked who we were comparing.

02 / Comparable observation

The same
time to return.

Both groups needed a full 60-day follow-up window. Customers observed for less time did not enter the denominator.

03 / Acquisition mix

The groups arrived
in different ways.

The channel mix changed between periods. I reweighted the recent channel-level rates to the earlier mix, rather than treating the groups as interchangeable.

Direct · Influencer · Instagram · Organic search · Paid search · Referral

04 / The standardised estimate

A smaller gap.
A different interpretation.

The observed recent rate was 80.23%. Holding the earlier channel mix constant gives an estimate of 82.16%, leaving a gap of 1.31 percentage points. Reweighting changes the comparison, not what customers actually did.

05 / My recommendation

Make the next question
answerable.

Stable campaign IDs, offer eligibility and assignment context were missing. I recommended better tracking before a controlled discount test. The analysis narrowed the question; it did not establish a causal discount effect.

Read the analysis

Independent study with synthetic data. My work: metric definitions, data checks, analysis and recommendation. AI assisted implementation.

02 / AMA collegiate case competitionUniversity of Cincinnati · Team project

Baseball & Gen Z

The play
gets a view.
What earns
the next one?

A passing clip is a first encounter.
Becoming a fan takes more.

My part in our AMA team: strategy, measurement planning and KPI design.

The team’s research

More exposure.
Still missing
the context.

New fans needed to know the players, find a team, and understand why a moment mattered. The strategy had to give them a reason to go further.

10 interviews4 surveys150 respondents

01 / Discover

Catch
their attention.

A first encounter needs to reach the right audience. Our proposal began with discovery, then asked what would make someone go further.

Proposed measuresTarget-audience reach, video completion and shares.

02 / Understand

Make the moment
mean something.

Connect the short play to the longer game. Give a new viewer enough context to keep watching.

Proposed measuresShort-to-long viewing, and first full-game or extended-highlight viewing.

03 / Want to follow

A reason
to come back.

A player or team gives the next visit a reason. I helped plan how to distinguish first exposure from returning interest.

Proposed measuresPlayer or team following, and repeat viewing at 30 and 60 days.

04 / Take part

Interest
into involvement.

My focus was connecting strategy to a measurement plan. Participation should be something we can evaluate over time.

Proposed measuresParticipation, repeat participation and games followed per season.
Proposed audience journey
Chicago / AMA collegiate case competition3rdout of 110 submissions

The result belongs to the team.

From the research
into the room.

We developed an 18-month proposal and presented it in Chicago. I contributed strategy, measurement planning and KPI design.

Inside the team project ↗

A team competition result. The strategy was a proposal, not a commercially launched campaign.

In good company.

Recommendations from my UC team
and AMA faculty advisor.

AMA / Chicago

The presentation.Inside the team project

Elliott Manzon, Ph.D.

“In high-pressure moments, Aaryan remained calm, confident, and composed.”

Elliott Manzon, Ph.D.Professor & AMA faculty advisor
University of CincinnatiLinkedIn recommendation · April 9, 2026

UC Online / Team

Working together.The reporting work

Connor Martin

“proactively taking on projects, asking what else he can do to help the organization, and learning whatever new skill or system time allows.”

Connor MartinOnline SEO Specialist & team leader
University of CincinnatiLetter excerpt · December 18, 2025

UC Online / My manager

Building the work.The reporting work

Matt Jacobsen

“He conducts himself professionally and regularly brings forward ideas for personal and team growth.”

Matt JacobsenOnline Marketing Analytics Supervisor
University of CincinnatiLetter excerpt · December 12, 2025