Fortress Surgeon Digital Marketing, a specialist electronic advertising and marketing firm, introduces an increased search engine optimization solution for plastic surgeons, focusing on online presence, person involvement, and technique growth. Lauren's focus on ROI and passion for locating the critical details that change campaigns from excellent to wonderful include developing a grand scale multivariate test structure utilizing fractional factorial analysis for understanding ROI potential in electronic media across Pfizer Rx brands within the Pfizer for Living portfolio, and developing a projection technique for forecasting ROI before media investment.

One of things Martin enjoys most about his role is the possibility to study and understand the subtleties of both well established and new markets, and through expanding his understanding of them try to find the Holy Grail of product-market fit.

It was these early tests that drove Underscore's focus on data driven programs and ROI measurement, a fundamental differentiation in the market. She believes Underscore is the model for just how media and advertising and marketing companies should, and will, evolve in the future.

While at Underscore, she invested three years educating Online search engine Advertising at the WSE University in Krakow. Among her faves memories of operating at Underscore was years back, when they determined just how to map Nielsen data to Yahoo's target market base and prove out ROI from digital media to retail purchase.