VIDEO: PepsiCo's Digital Head Talks Big Data at SXSW

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Austin, TX- Brands are busy readying their physical and digital activations here the day before South by Southwest Interactive begins. ClickZ caught up with PespiCo's recently named global director of digital, Josh Karpf, as his team put the final touches on the brand's "Central Station" inside the cavernous Austin Convention Center.

After serving other digital roles in recent years for the Purchase, NY-based beverages/snacks giant, he was elevated to his new title after B. Bonin Bough left for Kraft last month. In the video below, Karpf discusses what so-called big data means to brand marketing, the latest iteration of PepsiCo's interactive vending machine, and his predictions for SXSWi.

The interview kicks off ClickZ's live coverage of the central Texas event, which is expected to draw more than 19,000 attendees through Tuesday.