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One of the important things Martin enjoys most concerning his function is the chance to study and understand the subtleties of both established and new markets, and with growing his understanding of them search for the Holy Grail of product-market fit.

It was these early tests that drove Underscore's concentrate on information driven programs and ROI dimension, a basic distinction in the sector. She thinks Underscore is the design for how media and advertising companies should, and will, evolve in the future.

While at Underscore, she spent 3 years teaching Online search engine Marketing at the WSE College in Krakow. One of her faves memories of operating at Underscore was years back, when they determined just how to map Nielsen information to Yahoo's target market base and confirm out ROI from electronic media to retail purchase.