How Jonas Lecking Found Purpose in Business Analytics

"I envisioned more for my working life, and since I'd had an interest in data and coding since I was 14, a master's in business analytics seemed like the right step for me." Jonas Lecking joined the Master in Business Analytics at WHU – Otto Beisheim School of Management following a year of working full-time with the accounting firm KPMG. Knowing that the role was not the best long-term fit for him, and seeing that a teacher from his former university, Professor Arne Strauss, was now the academic director of this new program, he saw it as a sign that this was the right decision for him.

"I liked the program concept at WHU, of bridging the gap between analytics and management in this 'translator' role. It helped that I knew of Professor Strauss, who taught during my bachelor's at the University of Warwick, so I was familiar with his approach." After a year in corporate finance advisory at KPMG, the practical approach of WHU classes opened his eyes to new possibilities and industries. Tackling diverse problems through real-life case studies, learning how to manage large data sets, or networking during on-campus company visits, Jonas was keen to put his skills to use with an internship.

Beyond the classroom

In fact, he flourished during his time as an intern with Simon-Kucher, a firm focused on pricing and growth. "I was in the banking team and was given a lot of responsibility as I had these skills of working with data. I had a strategic perspective and could offer recommendations. It went so well that they offered me a position as a senior consultant, should I like to return after my studies." 

This success was just the start. With confidence and knowledge to speak to high-level executives, Jonas and the rest of the class headed to Paris for the 90-credit track capstone module. "We gained a deeper insight into how data and analytics are used within different companies, industries, and even different roles. These included big names such as L'Oréal, McKinsey, and AXA, as well as national start-ups. We were able to talk in depth with C-level executives or the heads of analytics about how they utilize AI, and how they envision the future within their organizations."

Innovation meets impact

That forward-thinking mindset proved crucial when Jonas took a course on generative AI. Students were tasked with building projects from the ground up, learning the mathematics behind the technology, then applying entrepreneurial frameworks to solve current problems. Jonas's work caught his professor's eye, leading to an unexpected invitation: to join the Siemens Tech for Sustainability Challenge.

This annual event brings together students, researchers, companies, and start-ups from around the world to compete in teams and leverage technology to solve real-world sustainability issues. "For this particular challenge, it was to work on a Sustainability Navigator using AI. It's essentially a chatbot for corporate customers to ask questions on how they can decarbonize their business," explains Jonas. The challenge took them to Munich, where they worked at Siemens' AI Lab and pitched to the company's senior executives. In the end, they won the challenge and, in turn, a contract to continue developing the navigator into a final product. "It's still ongoing; most likely, we won't be finished until September 2026. It was a great experience, and again, something only possible through the WHU Master in Business Analytics."

The WHU difference

As Jonas is now at the end of his WHU journey, currently writing his thesis and thinking about his next move, he reflects on his experience with WHU and what made it special to him. "We were a small class, but it made it so much easier for us to connect as a class and form closer relationships. We have a strong support network between us that I wouldn't have found anywhere else, with friends for life.

"It's also important for potential students to know that a master's degree in business analytics is for anyone who has a passion for solving problems and enjoys working with data. You don't need a mathematics degree to do the program; you can be from any academic background. We have someone who studied design for their bachelor's studies, and some who studied business. As long as you have an interest in data and finding solutions, it's going to be a perfect fit."