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Among the important things Martin takes pleasure in most about his duty is the possibility to research study and understand the subtleties of both new and well established markets, and via growing his understanding of them look for the Holy Grail of product-market fit.

It was these very early examinations that drove Underscore's focus on data driven programs and ROI measurement, a fundamental distinction in the industry. She believes Underscore is the model for how media and marketing companies should, and will, advance in the future.

While at Underscore, she spent three years teaching Internet search engine Marketing at the WSE University in Krakow. One of her favorites memories of working at Underscore was years ago, when they determined how to map Nielsen information to Yahoo's audience base and confirm out ROI from digital media to retail purchase.