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.”

Haier’s tech team has built this CRM from scratch—no easy feat, but one that’s paying dividends in personalization and agility. “This level of integration and control simply wasn’t possible with off-the-shelf solutions,” Priyanka noted. “Building it internally allowed us to bridge the exact gaps we faced in personalization, agility, and measurement.”

The Power of a Tailor-Made Solution

So what exactly is this custom-built CRM solving? According to Priyanka, it’s about much more than just data collection—it’s about actionable insights that drive real business outcomes. “In our effort to build an ecosystem which is efficient and measurable, our custom CRM is tailor made, keeping our business requirements and the nature of our business in mind,” she explained. “Today’s customer journey is fluid—constantly shifting between online and offline touchpoints and vice versa. To truly understand and optimize this hybrid journey, we needed a solution that could go beyond surface-level metrics.”

For Haier, standard CRM solutions simply didn’t cut it. “This customization has helped us estimate the impact of offline and online channels with precision and tie that back to real business outcomes, including retail and D2C sales,” Priyanka added. “Standard solutions couldn’t fully capture the intricacies of these hybrid journeys or provide the depth of attribution we required.”

The result? A powerful in-house solution—Haier’s own HMIS (Haier Marketing Intelligence System)—that bridges gaps traditional platforms leave behind. “By bridging the data and attribution gaps traditional platforms leave behind, HMIS empowers us to drive smarter, more connected, and customer-first decisions,” she said.

The Bigger Picture: Data-First Marketing as the Future

As Priyanka Sethi sees it, the future of marketing isn’t just about flashy campaigns or catchy slogans—it’s about understanding your customers on a deeper level and building systems that let you respond in real-time. “It’s not about data for data’s sake,” she emphasized. “It’s about using that data to create experiences that matter—experiences that are timely, personalized, and grounded in what customers actually need.”

Haier’s approach to MarTech—rooted in an integrated, data-first mindset—offers a blueprint for brands in India and beyond. It’s a story of how the right tools, combined with a clear vision, can turn data from a buzzword into a genuine engine of growth.