Customer Intelligence  •  Commercial Growth

Your best customers are hiding in plain sight.

Most businesses can't find them. Keystone can.

These are real businesses. Real data. Real decisions that were made - and not made.
Three Stories

The same pattern. Three different businesses.

01 - The Metrics That Lied
70%
of one customer group opening emails for one reason only - to unsubscribe.

A streaming platform. Every dashboard green. CRM showing zero viewing uplift. Highly engaged expat subscribers - watching daily, already discovering content through the platform. They didn't need the emails. The emails were burning the relationship at exactly the wrong moment. Because when a payment fails, CRM is the only tool you have.

And they'd already unsubscribed from it.
02 - The Problem Behind the Problem
25%
of highest-value customers moving toward dormancy. Simultaneously.

A large online retailer. A small number of segments generating nearly half of total revenue. Each declining for a different reason. Three different problems - one blunt response. More communications. More promotions. The segments weren't the same problem wearing different clothes. They were three different problems that needed three different answers.

They had the map. They chose not to use it.
03 - The Engagement That Wasn't
11×
win-back conversion vs industry benchmark using behavioural segmentation.

A subscription business. Win-back managed by recency alone - everyone lapsed 30, 60, 90 days got the same treatment. No viewing history. No engagement patterns. Most were never coming back. A small group were highly likely to - if you knew where to look. Behavioural segmentation found them.

The fish were there the whole time.
"
The data existed in all three cases.
The picture didn't.
The Truth Behind All Three

They all had data. They all had tools.
None of them had the full picture.

Surface metrics - last purchase, last session, last click - tell you what happened. They don't tell you why, or what's coming next.

Keystone builds a complete behavioural model of your customer base. Who they are. What drives them. Where their value is heading. What they're signalling right now.

Not a report. A working model - embedded in your business, connected to your board, driving execution through your existing systems. It doesn't leave when we do.

What Keystone Does

One team. Insight to execution.

Your Board
Know exactly where value is being built, where it's being lost - and the size of the opportunity.
  • Which segments are growing - in spend, frequency, basket, category depth. Which are eroding.
  • The early signals - months before they hit revenue.
  • The customer economics that should drive strategy - not vanity metrics.
Your Growth Team
Know what you're growing. And why.
  • Which customers to chase, with what objective, to reach target.
  • Where incentives are needed - and where you're cannibalising your own margin.
  • Growth that builds value. Not growth that buys it.
Your Product Team
You're building for your loudest customers. Not your most valuable.
  • The features that get prioritised usually serve the most vocal users - not the ones who stay
  • Know which behaviours predict retention. And which predict churn.
  • Build the roadmap around customers who compound. Not customers who spike.
Your CRM
Personalised, timely, commercially valuable - not just noise.
  • Every signal interpreted in the context of who that customer really is.
  • Right offer, right moment - without losing sight of the full relationship.
  • CRM that builds trust. Not one that slowly burns it.
From first data point to message on their phone
One team - no handoff
No translation loss
This Is Not Another Tool

We don't replace your stack. We complete the picture.

Replace your existing tools
Work with what you have
Six month transformation project
Build the picture in weeks
Hand over a report and leave
Stay embedded. Drive execution.
Strategy team, then separate build team
One team. Insight to execution.
No transformation project. No lengthy onboarding. We work in your existing systems. We stay until it's working. And then we keep it working.

Most businesses have bought tools that promised to solve the customer understanding problem. Most of those tools solved a piece of it - and created new blind spots.

The problem isn't the tools. It's the absence of someone who holds the complete picture - who understands what each system sees, what it misses, and how to connect them into something that actually drives commercial decisions.

That's what Keystone does.

Who We Work With

Subscription, retail and fintech businesses.

Typically where growth has plateaued, churn is higher than it should be, or retention investment isn't delivering the expected return.

We work best with a CEO or CCO who wants a senior commercial partner - someone who can own the customer growth agenda end to end, not just advise on it.

We work globally. Remote first.

Subscription Retail Fintech 500k • 10M+ customers Global • Remote first

We work best with businesses where the leadership team suspects the real picture is different from what the reports show - and wants to know for certain.

Not businesses looking for a report. Businesses ready to act on what they find.

Minimum six month engagement. Retained, two to three days a week.

Currently taking on two new engagements
Who We Are

Twenty years of pattern recognition.

Clients include Showmax Woolworths Pick n Pay Smart Shopper eBucks Rewards Clicks David Jones Australia DStv O2
N
Natalie McCrae
CRM Strategy & Commercial Growth

20 years connecting customer insight to commercial decisions at board level. Leads every client engagement from strategy through to execution.

S
Susan Rose
Retail Segmentation

Architect of our behavioural modelling methodology. Finds the patterns in customer data that standard analytics frameworks miss.

P
Paul Petane
Analytics

Deploys and maintains the segmentation models. Supports adoption and knowledge transfer so the insight stays in the business.

R
Rupert Jefferies
Creative and Tech Lead

Creative and technical lead for CRM. Turns briefs into clean design and reliable builds, with strong QA and delivery focus.

N
Nic Roberts
Design Innovator

Designer and front-end specialist. Builds crisp, channel-ready creative and codes templates that stay true to the design.

W
Wayne Barnard
Full Stack Developer

Full-stack developer supporting dynamic content and APIs. Helps connect data to templates with stable, testable integrations.

The same people from the first conversation to the last campaign.

Let's Talk

If one of those stories made you uncomfortable - that's the right instinct.

The question worth asking is: what's in our data that we haven't looked at properly yet?

We can answer that. Usually within two weeks.

PE firm evaluating your sector? visit: keystoneiq.co