Ed Whitehorn is a consultant with Cutter Consortium. Ed's recent projects/roles have included Lead Analyst for a real-time customer data pipeline project for a FTSE 100 Betting and Gaming company, which combined historical insight with real-time transaction data to enable timely, appropriate and diverse customer marketing across multiple channels; and Lead Analyst for a CRM transformation project enabling the single view of customer, generating multi-million operational and synergy saving benefit and significantly improving customer experience. Ed has been a technical business analyst for 10 years involving solution architecture, data modelling, business process transformation and requirement formation for both customer-facing and backend business systems across retail, finance and public sector industries. He also has 10 years experience in Agile delivery and software product development. Ed holds a BSc in Physics from University College London. He can be reached at experts@cutter.com.