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Powering Change through the Science of Intent

We provide data-driven insight to impactful companies so they can identify, attract and engage audiences

We work with those who are making a difference in the world.

Discover

Software

We use our custom software to identify the best opportunities for growth on websites. Using the Intent Model, we have a better understanding of the purpose behind your user’s online behavior. We can use this insight to craft proper conversion strategies to convert leads into sales.

Decide

Social Data Science

At Gray Otter, we value the insights data can bring. Our team analyzes patterns and trends in your company’s online data to predict a user’s intent when they visit your site. We create a strategy for WHAT to do on the web and a plan of HOW to make that strategy work — with every step backed by data.

Engage

Conversion

Once we pinpoint which content topics resonate best with your target audience and decide where they fit on your site, we optimize your site with the right content to quickly expand your reach. Through user-focused inbound marketing, you will see consumer relationships improve and conversion rates spike. 

Learn

Education

We continually develop research methods, data models and software to better understand intent. Subscribe to our education platform to receive exclusive updates, insights and videos on our research and products. The intent model is shaking up the social data science world – we want you to be a part of the journey!

2017 Case Study:

View our Case Study to gain insight into how Gray Otter managed to save a struggling business.

What is Gray Otter all about?

What We Do:

We provide data-driven insight to impactful companies so they can identify, attract and engage audiences

How We Do It:

Our team uses software, social data science and conversion strategies to apply the insights of the Intent Model to win online.

Who We Are:

We are a team of social data scientists, storytellers and designers with a passion for influencing online behavior.

Why We Do It:

We work with online data to further our understanding of The Intent Model and its capacity to bring positive social change to the world.

Intent Model

At Gray Otter, we’ve revolutionized how data is used in online decision-making. Instead of focusing on what users do, we focus on the why. Our Intent Model works to predict and understand the purpose behind user behavior – providing direction for streamlined content strategies that gets your user where they want to go, fast. Here’s how it works:

Trigger

A trigger is a catalyst that sets off a chain of events leading to an action. It is commonly an event that highlights a need or desire a person is compelled to fulfill.

Emotion

A powerful trigger elicits an emotional response. We feel something about our needs and how we are going to fulfill them. This is a powerful influence on our decision-making.

Logic

This is where our rational brain comes into play. We are wired to weigh options, defend reasoning and justify intent before taking an action.

Decision

Here, we take all of the previous considerations and make a choice based off of what we believe will bring the most desired outcome.

Action

Finally, we make a move. We click buy, we download a resource or we subscribe to an email list. If we can predict and understand intent, we can use marketing strategies to influence action.

2017 Case Study:

View our Case Study to gain insight into how Gray Otter managed to save a struggling business.

Talk to Us

We’d love to hear from you! Let us know what we can do to help your organization succeed with the Intent Model.