In an era where data is everything, brands are finding new ways to not just collect information, but to turn it into actionable insights that drive both sales and customer delight. Few understand this better than Priyanka Sethi, Head of Marketing at Haier Appliances India. In an exclusive conversation with e4m and MarTechAI.com editorial lead Brij Pahwa, she shared how Haier is building a marketing stack that goes beyond traditional solutions, bridging the gap between digital and physical customer journeys.
The Power of Data-Driven Marketing
“One MarTech tool you can’t live without—and why?” Brij asked. Sethi didn’t hesitate: “Data is the new oil, and in today’s hyper-connected world, every consumer touchpoint—online or offline—generates valuable insights,” she said. “At Haier India, it’s not about relying on a single tool but about leveraging an integrated MarTech ecosystem that spans the entire consumer journey. From planning and execution to optimization and attribution, we use a mix of technologies designed to maximize efficiency and drive measurable impact.”
But she didn’t stop there. Priyanka highlighted a critical component of their stack: “A component that has worked exceptionally well for us is the server-to-server integration between our CRM and activation platforms. This enables real-time data sync, campaign optimization, and more accurate ROI attribution—especially in today’s complex online-offline hybrid consumer journeys.”
It’s a telling insight: today’s marketing isn’t about having the flashiest tool but about creating a cohesive ecosystem that fuels smarter decisions.
Dropping Off-the-Shelf Tools for a Homegrown Solution
When asked about a tool they recently dropped, Priyanka shared how Haier has doubled down on building its own in-house tech: “At Haier, building meaningful, long-term relationships with our customers is at the core of our business philosophy,” she said. “A critical aspect of our marketing strategy is the ability to provide exceptional post-purchase service. Whether it’s sending a timely service reminder or updating customers about our latest offerings, our Customer Engagement Platform—powered by a custom-built CRM—plays a vital role.”