Rochester, NY - BCC Software, a BÖWE BELL + HOWELL company and a leading developer of technology solutions that optimize client communications, will be offering free copies of a white paper, "Changing Channels: The New Role of Data in Multi-Channel Marketing" at the TDWI World Conference August 17-18, held at the Manchester Grand Hyatt Hotel in San Diego, CA. Attendees are encouraged to visit booth 109 to obtain their free copy. 

The white paper discusses changes in the marketing landscape and how client data can be used to increase marketing campaign success. Advances in technology have made new media available and altered existing media. Single-channel marketing is no longer a viable option for successful campaigns as consumer attention is divided across many media channels, so marketers have been forced to transition to a multi-channel approach.

Although it is important to implement multi-channel marketing strategies, they require precisely coordinated efforts across channels, meaning that there is now a greater emphasis on database quality than there was in the past. This white paper addresses each marketing channel individually, discusses the role that data quality plays in each, and how an up-to-date, accurate, robust database can be leveraged to ensure marketing campaign success.

"Marketers need to understand the importance of employing a multi-channel strategy," says Erich Van Dussen, BCC Director of Marketing Communications, "and they also need to understand how vital data quality is to the potential success of their campaigns. We've been data quality experts for over 30 years. We've seen first-hand the impact that a poor-quality database can have on a company's success, growth, and bottom line. It is our hope that marketers can use this white paper as a tool to jump-start changes that will help them survive in this highly competitive marketplace."