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Among the things Martin delights in most about his duty is the chance to research and comprehend the subtleties of both new and well-known markets, and through growing his understanding of them seek the Holy Grail of product-market fit.

It was these very early tests that drove Underscore's focus on information driven programs and ROI measurement, a basic differentiation in the market. She believes Underscore is the version for how media and advertising firms should, and will, progress in the future.

While at Underscore, she spent three years instructing Online search engine Marketing at the WSE College in Krakow. One of her favorites memories of working at Underscore was years ago, when they determined how to map Nielsen data to Yahoo's target market base and show out ROI from electronic media to retail purchase.