From guesswork
to hard facts.


Dalton is an objective, data-driven intelligence engine that measures and benchmarks the full end-to-end customer journey.

Trusted by leading AAA brands, it quickly scans, rationalizes, and compares every digital touchpoint with scientific precision. Our methodology evaluates each interaction against 860 proven success drivers, enriched with benchmarks from top-performing brands across industries.
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Dalton turns opinions into evidence, grounding every decision in objective truth instead of gut feeling.

​It identifies friction in real time — while it still costs money and before it kills conversion.

​Dalton reveals not just what customers feel but exactly why, exposing the behavioral and structural drivers behind their actions.



One scan.
​Impact across every level of your organization.

For everyone

In-depth benchmarked analysis comparing your online customer journey to key competitors and peers through hard facts and figures.
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Objective overall score on all elements with high-level insights
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Score breakdown of CJ phases, compared with other players
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Scores on every (cluster of) touchpoint(s), compared with other players
​ For the leadership team

Success drivers, growth opportunities, and inspirational content to take CX to the next level
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Action plan for implementing CX quick wins and concrete business requirements based on impact
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Optimized roadmap uniting strategic priorities and cutomer expectations
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Deep understanding of what customers feel when they visit you
For THE EXCO

Executive summary with long-term strategic CX objectives
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End-to-end overview to break silos and innovate faster together
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Insights to leverage available resources more efficiently and convert them into revenu​

​The My Dalton
Laboratorium.

My Dalton is not a tool. Not a checklist. Not an audit. Dalton is a scientific model for why digital journeys succeed - and why they fail.

Dalton uncovers what traditional analytics cannot see: the psychological triggers, behavioral patterns, and UX dynamics that determine whether a customer continues… or drops out. It reveals the invisible so you can create digital experiences that convert, engage, and perform at the highest level.
Dalton is the result of years of rigorous research and real-world practice. It combines:
  • Behavioral science research developed through a partnership with VUB & VLAIO
  • CX experts and digital strategists shaped and refined the model
  • Hundreds of online journeys analyzed across industries and platforms
  • Over €1M invested in methodology development and R&D