New year, new…advertising strategy? Marketers and ad tech strategists are riding the wave of the season of spending, reflecting on lessons learned, celebrating their big wins, and eagerly awaiting opportunities to incorporate new tech or new strategies into their operations.

Marketing Brew sits down with PepsiCo’s Vice President of Consumer Insights & Analytics, Umi Patel, and Head of Media Strategy & Investment, Katie Haniffy, to hear the highs and lows of the last year and where they’re headed from here. Together, Umi and Katie bridge the gap between the consumer and the advertising strategy, acting on data-driven insights the entire way. They discuss their approach to consumer-centric marketing, how they’re navigating the digital landscape with less and less consumer data, and their recommendations for how involved a brand should be in digital strategy.