Lectures
Teaching materials
Lectures, slide decks, and supplementary materials from university talks and workshops. Some materials are gated for registered members.
Innovation & Entrepreneurship: What Nobody Tells You Before You Start
London Leadership Camp — Egyptian Youth Hub London · Co-hosted with Under the patronage of the Egyptian Consulate General & ECEB
Session on innovation, entrepreneurship, and building from the Arab world. From semiconductor labs to AI infrastructure — the founder journey, unfiltered.
Key takeaways
- Innovation isn’t about technology — it’s about solving a real problem differently
- You can’t automate what you don’t understand — characterise before you optimise
- Building from the Arab world is a perspective the market needs, not a limitation
- The Arabic content gap is your blue ocean — 400M speakers, almost no serious tech content
- Start this week: find a problem, talk to 10 people, build the ugliest version that works
AI-Driven Efficiency in Social Media Marketing: From Automation to Agentic CX
Heriot-Watt University MSc Digital Marketing · Co-hosted with Academy of Marketing Analytics & AI SIG
Guest lecture covering the evolution from rule-based automation to agentic customer experience. How AI agents are reshaping social media marketing strategy.
Key takeaways
- You can’t automate what you don’t understand
- Data should drive decisions — AI reveals patterns humans miss
- CX transformation is a loop (Engage → Analyse → Optimise), not a project
- The industry is moving from AI-assisted to AI-driven (agentic) CX
- Strategy before technology — always
Conversation Analytics as the New Marketing Intelligence Layer: Turning Unstructured CX Data into Revenue Growth
Academy of Marketing — Marketing Analytics & AI SIG
How conversation analytics transforms unstructured CX data into the most powerful marketing intelligence layer. Featuring the KPMG UK / Cambridge case study.
Key takeaways
- Conversation data is the largest untapped source of marketing intelligence
- Never automate what you haven’t analysed — extract the intelligence first
- The role of the marketing analyst is shifting to conversation intelligence
- Small, iterative wins beat transformation roadmaps
- CX is the marketing intelligence layer — conversations are where revenue growth hides