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One of the important things Martin delights in most regarding his function is the possibility to study and understand the nuances of both well-known and brand-new 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 data driven programs and ROI dimension, a basic distinction in the industry. She believes Underscore is the model for exactly how media and marketing firms should, and will, develop in the future.

While at Underscore, she invested 3 years teaching Online search engine Advertising and marketing at the WSE College in Krakow. Among her faves memories of operating at Underscore was years earlier, when they identified how to map Nielsen information to Yahoo's target market base and show out ROI from electronic media to retail acquisition.