Research from More Than 200 Industry Professionals Blames Fragmented Data and Manual Reporting for Slowing Marketing Performance

A new restaurant industry survey from Imaginuity, a leading performance marketing company, reveals that restaurant marketers are facing significant challenges with multi-system data integration, customer insight visibility, and measuring return on marketing investment.

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In the survey, Imaginuity found that only 20% of the restaurant marketing professionals had metrics fully automated across platforms like POS, loyalty, and paid media systems, while 38% reported inconsistent metrics and definitions as the top barrier to delivering useful marketing insights.

Only 20% of the restaurant marketing professionals surveyed said their metrics were fully automated across platforms like POS, loyalty, and paid media systems, while 38% reported inconsistent metrics and definitions as the top barrier to delivering useful marketing insights. The survey gathered responses from more than 200 restaurant marketing professionals across the U.S., representing a wide range of titles, organizational sizes, and advertising budgets.

“This survey validates what we see every day. Restaurant marketers are drowning in siloed data and spending far too much time pulling reports instead of acting on insights,” said Matt Sommer, CTO at Imaginuity. “Marketers are under more pressure than ever to prove impact and demonstrate ROI. That is why we built AdScience^®—to unify fragmented data into one accessible, actionable source of truth that directly connects marketing activity to business performance.”

When asked what would make investing in a data integration tool a “no-brainer,” the top response (35%) was a significant reduction in manual hours spent compiling reports. A third of respondents (31%) cited the lack of a unified customer view as their biggest data blind spot, while 43% reported that it is moderately challenging to measure the ROI of their media and advertising efforts.

“With 80% of respondents ranking data integration and measurement as a medium to high strategic priority for the coming year, the results signal a growing demand for smarter tools that streamline reporting and improve campaign visibility across channels,” added Sommer.

To meet this need, Imaginuity offers AdScience, a proprietary, AI-powered marketing intelligence and dashboard platform that consolidates data from across a company’s tech stack—providing a clear, unified view of performance at both the brand and individual location level.

The full report, “State of Restaurant Marketing Data 2025,” is available for download here.

About Imaginuity

Imaginuity is a Dallas-based performance marketing company that helps multi-location and franchise brands grow revenue through data-driven strategies. By integrating Human Intelligence, Data Intelligence, and Artificial Intelligence, Imaginuity delivers measurable outcomes that generate leads and accelerate enterprise growth. At the core of its approach is AdScience^®—a proprietary Customer Data Platform that unifies customer and campaign data into a single source of truth to optimize marketing performance at scale.

When you know better, you do better. Visit www.imaginuity.com.

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“This survey validates what we see every day. Restaurant marketers are drowning in siloed data and spending far too much time pulling reports instead of acting on insights,” said Matt Sommer, CTO at Imaginuity.