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Among things Martin delights in most concerning his role is the possibility to research study and understand the nuances of both brand-new and established markets, and via expanding his understanding of them search for the Holy Grail of product-market fit.

It was these early tests that drove Underscore's focus on data driven programs and ROI measurement, an essential differentiation in the market. She believes Underscore is the version for exactly how media and advertising firms should, and will, evolve in the future.

While at Underscore, she invested three years instructing Search Engine Advertising and marketing at the WSE College in Krakow. Among her faves memories of operating at Underscore was years back, when they identified just how to map Nielsen information to Yahoo's audience base and confirm out ROI from digital media to retail purchase.