Establishing Consumer Subsets for Portillo’s Hot Dogs

French Fries With Salt.

Extra Insights, Hold The Mustard

Net Conversion uses cluster analysis to separate Portillo’s consumers by behavioral, psychographic, and demographic traits for more targeted marketing campaigns.


With restaurants in unique markets across the U.S., Portillo’s needed an effective method of comparing relative restaurant performance as well as discerning paid media impact on total performance.


  • Establish subsets of restaurants to be used for more accurate benchmarking


The main KPIs are based on driving online orders, be that delivery or pick-up. However, we wanted to gain an understanding of our impact on total performance – including offline. To measure performance, we first created clusters of similar restaurants based on seasonality, the age of the restaurant, and restaurant type/menu offerings. We then served media to a radius around a few restaurants from that cluster. The restaurants to which we didn’t serve media acted as a control, allowing us to measure the lift at the exposed store.


By identifying subsets of observations that shared similar traits including behavioral, psychographic, and demographic, we were able to bucket subsets into their own clusters for comparable benchmarks, tailored strategies, and more personalized communications.


We are one of Orlando’s coolest data-driven digital marketing agencies, and we needed an office to reflect that.

Our 11,844-square-foot office features a three-story open floor plan and nine rentable meeting and office spaces for employees to space out or collaborate. And our fully stocked basement bar and lounge, Murray’s, provides the perfect atmosphere to wind down after a long day.

Net Con Pop Culture

Pop culture is found throughout our office, but most notably in our love for film, and by film, we mean Bill Murray.

The Net Conversion office takes a humorous approach to the culture at work with the theme of our offices and meeting spaces, which feature names like “Ghostbusters,” “Groundhog’s Day,” and the office of “Big Ern McKraken.” The trend continues to our downstairs lounge appropriately named “Murray’s.”

Our Relentless Attitude On Display.

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