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Among the things Martin delights in most concerning his role is the chance to research and understand the subtleties of both new and established markets, and with expanding his understanding of them look for the Holy Grail of product-market fit.

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

While at Underscore, she invested three years showing Online search engine Advertising at the WSE University in Krakow. Among her faves memories of working at Underscore was years ago, when they identified how to map Nielsen information to Yahoo's target market base and verify out ROI from electronic media to retail purchase.