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Among things Martin takes pleasure in most regarding his duty is the opportunity to research study and understand the nuances of both new and well established markets, and through expanding his understanding of them look for the Holy Grail of product-market fit.

It was these early examinations that drove Underscore's focus on information driven programs and ROI measurement, a fundamental distinction in the market. She thinks Underscore is the version for exactly how media and advertising companies should, and will, progress in the future.

While at Underscore, she spent three years instructing Internet search engine Marketing at the WSE University in Krakow. Among her favorites memories of working at Underscore was years earlier, when they found out exactly how to map Nielsen data to Yahoo's target market base and show out ROI from electronic media to retail acquisition.