RCQ is a high-level framework for evaluating and comparing the impact of advertising channels. Include all the channels in your company’s marketing mix —both digital and offline — and assign a score for each aspect using available data and qualitative knowledge:

  • Reach: how many customers would have an opportunity to see ads through an advertising medium

  • Cost: the cost of each touch generated by the medium

  • Quality: the ability to deliver targeted engagement

RCQ assessments allow marketers to estimate the relative advantages of all channels, both used and planned. But the high-level comparison can be too general for some leaders. In particular, those with high -dollar-value advertising budgets may want a more quantitative method.