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Among the important things Martin takes pleasure in most regarding his role is the opportunity to study and recognize the nuances of both well-known and brand-new markets, and with expanding his understanding of them try to find the Holy Grail of product-market fit.

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

While at Underscore, she spent 3 years instructing Online search engine Advertising at the WSE University in Krakow. Among her faves memories of operating at Underscore was years back, when they identified how to map Nielsen information to Yahoo's audience base and show out ROI from digital media to retail acquisition.