Restaurant Marketers Struggle with Data Integration, Says New Imaginuity Survey

A recent survey conducted by performance marketing firm Imaginuity reveals that restaurant marketers across the U.S. are facing ongoing challenges when it comes to using data effectively. The findings highlight issues with fragmented systems, unclear customer insights, and difficulty proving the return on marketing investments.

The survey gathered responses from over 200 restaurant marketing professionals, representing various roles, company sizes, and ad budgets. One clear theme emerged: marketers are spending more time wrangling data than acting on it.

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Only 20% of respondents said their marketing metrics are fully automated across systems like point-of-sale (POS), loyalty programs, and paid media. Meanwhile, 38% pointed to inconsistent metrics and unclear definitions as major barriers to making informed decisions.

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

The data also revealed that 31% of marketers view the lack of a unified customer view as a significant blind spot. Nearly half (43%) said it remains moderately challenging to measure the return on investment (ROI) from media and advertising campaigns.

When asked what would make a data integration tool more appealing, 35% of respondents said a major reduction in manual hours spent compiling reports would make the investment a clear choice.

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According to Sommer, “Marketers are under more pressure than ever to prove impact and demonstrate ROI. They need solutions that connect the dots across platforms.”

The findings also suggest that restaurant brands are increasingly prioritizing better data practices. About 80% of those surveyed rated data integration and performance measurement as medium to high priorities for the year ahead.

As the restaurant industry becomes more data-driven, marketers are calling for smarter tools to make sense of scattered information and improve campaign visibility. The growing demand highlights an industry shift toward more integrated, actionable marketing intelligence.

Imaginuity’s own response to this challenge is AdScience®, its proprietary platform that brings together data from across a company’s tech stack to help marketers get a clear picture of what’s working—both across brands and at individual locations.

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