Avid transforms internal culture and website experience with AB Tasty W hen Jeff Copetas joined Avid in 2017, there wasn’t exactly a playbook on website optimization. The Burlington, Massachusetts- based multimedia production company — a favorite among Hollywood TV/film producers and most recently, partnered with NBC on its coverage of the 2021 Olympics Games — was struggling to modernize its website to keep up with the latest digital trends and consumer demands. So the VP of E-Commerce & Digital set out to build a foundation not only for website optimization, but also for a data-driven culture of experimentation within the offices of Avid. The latter, Jeff says, was significant to enabling e-commerce teams to be more autonomous through internal organization and stru

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