case study

Dr. Oetker Baking UK improves campaign performance

with Acxiom InfoBase and Personicx

At a glance

Industry: Food & Beverage

Solution: Acxiom InfoBase® and Personicx®

Challenge: Gain a richer understanding of customer audiences, deliver more relevant marketing, improve campaign performance

Building a richer understanding of the family customer audience

Dr. Oetker is one of the world’s most recognised food brands, helping families create memorable moments through baking. To make its marketing even more personalised, the business wanted to develop a richer understanding of the families within its existing customer database and deliver content that reflected their interests, behaviours and life stages.

Working with Acxiom, Dr. Oetker used Acxiom InfoBase to enrich its first-party customer data with demographic and lifestage insights, alongside Personicx to identify and segment distinct family customer audiences. Together, these insights enabled the team to create more personalised digital marketing campaigns.

“It enables marketers to unlock a much deeper understanding of the customers they already have, uncover valuable audience segments that may otherwise be hidden, and create more relevant content and campaigns.”

Josephine Keller, Head of Digital, Dr. Oetker UK

Results

12% higher

click-through rate
10% lower cost

per completed video view
Enhanced

audience segmentation, media planning and campaign activation

The challenge – Understanding family baking behaviours

Although Dr. Oetker had built a substantial customer database, the business wanted to develop a richer understanding of which customers were baking with their families and the different audience segments within that group.

Dr. Oetker wanted richer audience intelligence to better understand its family customer audience, including:

Which customers were family bakers, and how could they be segmented into meaningful audience groups?
What life stage were they in?
What type of baking content would resonate most?
How could these insights improve media planning and campaign performance?

These additional insights would help the team create even more relevant messaging and engage family audiences with greater confidence.

The solution – Enriching customer understanding with Acxiom InfoBase

Using Acxiom InfoBase and Personicx, Dr. Oetker enriched its first-party customer data with demographic and lifestage attributes while identifying meaningful audience segments based on shared characteristics and behaviours. These combined insights informed audience selection, creative development and media planning, enabling the team to deliver more relevant content to the audiences most likely to engage.

This richer understanding has become an integral part of the team’s media planning process, helping ensure campaigns are built on meaningful customer insight rather than broad assumptions.

The result – Delivering stronger campaign performance

The richer customer understanding helped Dr. Oetker deliver stronger campaign performance across a number of family-focused campaigns.

Compared with Meta prospecting audiences:

During the Easter campaign, Acxiom audiences achieved a 1.03% click-through rate, compared with 0.92%, representing a 12% improvement in engagement.
During the Halloween campaign, Acxiom audiences delivered a 10% lower cost per completed video view, improving video efficiency while reaching a more relevant family audience.

These results reinforced the value of richer audience segmentation and gave the team greater confidence in campaign planning. Dr. Oetker continues to expand its testing programme across additional campaigns during 2026.

“The most valuable insight was seeing that campaigns targeted to segmented family baking audiences consistently drove stronger engagement than broader prospecting audiences.”

Josephine Keller, Head of Digital, Dr. Oetker UK

Beyond campaign performance, Acxiom’s consumer insights have enabled Dr. Oetker to better understand its customers, create more targeted campaigns and make more informed marketing decisions.

A trusted partnership – Turning insight into long-term value

The project has become an important part of Dr. Oetker’s approach to audience planning, helping the team maximise the value of its first-party customer data and deliver more relevant customer experiences.

As Josephine Keller explains, “The ability to enrich and segment our customer data in a safe, compliant and privacy-conscious way has been incredibly valuable.” The collaborative approach between Dr. Oetker and Acxiom has helped the team get the most from its data while maintaining the highest standards of data privacy and compliance.

As Dr. Oetker continues to refine its audience activation strategy, Acxiom remains a trusted partner in helping the business better understand its customers and turn insight into measurable marketing outcomes.

Discover the power of richer customer insight

Looking to gain a deeper understanding of your customers?

Acxiom InfoBase and Personicx help organisations enrich first-party customer data with trusted consumer insights, enabling smarter audience segmentation, more relevant marketing and stronger campaign performance.

Learn more about Acxiom solutions or get in touch to discover how richer customer insight and intelligent audience segmentation can help you create more meaningful customer experiences.