Aritad Choicharoon

Aritad Choicharoon graduated from Leeds University Business School in 2015 with an MSc Business Analytics and Decision Sciences. He went on to work as a Regional Business Analyst at Lazada Group, where he used data to support marketing performance, customer insight and decision-making across Southeast Asia.

Aritad has since returned to Leeds University Business School as a Senior Lecturer in Business Analytics. His work focuses on applied data science, natural language processing and multi-criteria decision analysis, and he now supports the next generation of students studying business analytics and decision science.

How did you hear about Leeds University Business School and why did you choose to study here?

The first time I heard about Leeds University Business School was from a friend who had studied here for her postgraduate degree. She told me how much she enjoyed her time here and how it had helped enrich her understanding of business.

When I started researching postgraduate degrees, I was looking for a combination of strong academic study, an excellent social community and an enjoyable city to live in. Leeds answered all of that.

I chose MSc Business Analytics and Decision Sciences because of the growing importance of business analytics and big data. Many courses focused heavily on analytics, but I wanted to understand how management would use those findings to make decisions.

The course at Leeds offered the opportunity to understand the full process of transforming data into insight and then into action. The combination of psychology in decision-making and business analytics provided a unique skillset in a competitive job market.

What did you enjoy most about the course?

There were many aspects of the degree that I enjoyed, including the opportunity to connect with classmates from around the world who shared similar interests in data analysis and decision science.

I also valued the introduction and training in tools used by analysts, including Tableau, R, Gephi and IBM Watson, as well as the opportunity to learn from leading academic experts including Bill Gerrard, Alan Pearman and Wändi Bruine de Bruin.

My favourite part of the MSc was the opportunity to visit leading organisations, including First Direct, and to speak with experts from IBM. It was valuable to learn from people working in business analytics and to see how the tools and methodologies we studied were applied in real business situations to answer business questions and improve decision-making.

What practical experience did you gain during the course?

The course introduced me to statistical methods, multi-criteria decision analysis, behavioural decision-making and machine learning. However, there is more to being an effective business analyst than understanding these techniques. The role of an analyst is to answer business questions that help management improve decision-making and productivity.

I had the opportunity to apply what I had learned through the Leeds Leader Challenge, working as part of a team on a consulting project with Premier Farnell, a supplier of electronic products and maintenance and repair services.

We tackled the challenge of using big data to generate new sources of revenue for the company. We applied ideas from the course, including web-based analytics and the psychology of decision-making, to recommend approaches for attracting more customers to the company’s online website.

We also explored how Premier Farnell could better understand customer journeys using tools such as Google Analytics and methodologies such as RFM analysis. My recommendation focused on unstructured data and personalised marketing through sentiment analysis of social networks, and I was later invited back to present to senior management.

How did the course help your career?

The degree opened the door to business analytics and data science roles. During interviews, several companies recognised that there was a real gap in people with this combination of skills.

The course helped me develop both technical and professional skills. This included software skills, an understanding of psychology and decision-making, and softer skills such as communication and teamwork. Studying at Leeds also helped me improve my English, which supported my transition into my desired career path.

After completing the MSc, I joined Lazada Group as a Business Analyst. Lazada is one of Southeast Asia’s largest e-commerce companies and makes extensive use of data in business decision-making.

How did your career progress after leaving the Business School?

At Lazada Group, I worked as a Regional Business Analyst. My role involved working with heads of marketing and management to understand business performance, define key performance metrics and present insights, trends and recommendations.

I worked across marketing channels including Facebook, Google and Instagram, as well as the onsite customer experience and merchandising organisation. This included campaign analysis and homepage analysis, which provided valuable insight into customer behaviour.

Since then, I have returned to Leeds University Business School as a Senior Lecturer in Business Analytics. My experience as both an alumnus and a practitioner has shaped how I support students, helping them understand how analytics can be applied to real business challenges.

How did you find the transition to studying in the UK?

The transition was easier than expected because of the support from the University, particularly the international student office, which provided information and guidance on adapting to life in a new country.

One of the biggest challenges in moving from one country to another is being away from family and friends. However, there were many opportunities to make new friends, including Global Café, where students can meet people from around the world.

Orientation week also helped by providing useful information on topics such as money, accommodation and food.

What was your experience of Leeds and student life?

The University and the city of Leeds are an amazing place to live. Leeds is vibrant, friendly and safe, with many places to visit, including the Royal Armouries Museum and Kirkstall Abbey, as well as the scenery of the Yorkshire Dales.

It is a great city to experience traditional British culture as well as a multicultural community within the University. Leeds University Union organised a wide range of events, allowing students to pursue their interests.

The Give it a Go programme also gave students the chance to try different activities before deciding what they wanted to do.

Outside my studies, the Hiking Society was a great way to see the beauty of the Yorkshire Dales. I would also recommend seeing the local sports teams play at least once. Elland Road and Headingley Stadium both provide an electric atmosphere.

Would you recommend Leeds University Business School?

Yes. Coming to study at Leeds University Business School was one of the best decisions I have made. It offered a strong combination of high-quality education, a great social life and a friendly city.

I would highly recommend Leeds to anyone considering postgraduate study.