REVIEWER: Chad Wright, applications manager for Avid Technology, Inc.

BACKGROUND: Founded in 1987, Avid Technology, Inc. helped pioneer digital video, audio and 3-D production systems for businesses in a range of entertainment industries. As the markets for high-end video-audio products have grown, Avid's competition has increased. At the same time, the downward migration of technology has created substantial opportunities for consumer-oriented products. Avid's business intelligence (BI) initiative is, therefore, directed toward growing the customer base, while competing aggressively and creatively for new markets.

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