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Among the important things Martin appreciates most about his function is the opportunity to study and recognize the subtleties of both brand-new and established markets, and through growing his understanding of them search for the Holy Grail of product-market fit.

It was these early examinations that drove Underscore's concentrate on data driven programs and ROI measurement, an essential distinction in the industry. She thinks Underscore is the version for just how media and advertising companies should, and will, evolve in the future.

While at Underscore, she invested 3 years showing Online search engine Advertising at the WSE College in Krakow. One of her favorites memories of operating at Underscore was years ago, when they identified just how to map Nielsen data to Yahoo's target market base and show out ROI from digital media to retail purchase.