The Snorkel/Scuba Method
A digital marketing strategy that involves both a broad overview (snorkeling) and a deep dive (scuba) into data and analytics to optimize campaigns and understand audience behavior.
Description
The Snorkel/Scuba Method in digital marketing is a dual-layered approach where marketers first take a general overview (snorkeling) of their campaign metrics and audience data to identify broad trends and patterns. Once these general insights are gathered, they then perform a deep dive (scuba) into specific data points and segments to uncover detailed, actionable insights. This method helps in balancing between seeing the big picture and understanding the minute details, thereby enabling more informed and effective marketing strategies. It’s like looking at a map to understand the terrain (snorkeling) before zooming in on specific routes and landmarks (scuba). By alternating between these two perspectives, marketers can ensure they are not missing out on critical details while still maintaining an overall strategic direction.
Examples
- A retail company first reviews general website traffic, conversion rates, and bounce rates to gauge overall performance (snorkeling). They then dive deeper into specific traffic sources, individual user behaviors, and product-specific conversion rates to optimize their marketing efforts (scuba).
- A SaaS company analyzes broad engagement metrics such as email open rates and click-through rates to understand their email marketing performance (snorkeling). Next, they drill down into user segments to identify which types of users are engaging the most and what specific content resonates with them (scuba).
Additional Information
- Ensures a balanced approach by combining macro and micro insights.
- Helps in identifying both broad trends and detailed insights, leading to more informed decisions.