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One of the things Martin delights in most about his duty is the possibility to research and understand the subtleties of both established and new markets, and with growing his understanding of them try to find the Holy Grail of product-market fit.

It was these very early examinations that drove Underscore's focus on data driven programs and ROI dimension, a basic differentiation in the sector. She believes Underscore is the model for how media and marketing agencies should, and will, evolve in the future.

While at Underscore, she invested 3 years showing Search Engine Advertising and marketing at the WSE University in Krakow. One of her faves memories of operating at Underscore was years back, when they determined exactly how to map Nielsen data to Yahoo's target market base and confirm out ROI from digital media to retail purchase.