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Among the important things Martin takes pleasure in most about his duty is the opportunity to research and understand the subtleties of both new and well-known markets, and via 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 dimension, a fundamental differentiation in the industry. She believes Underscore is the design for how media and advertising agencies should, and will, develop in the future.

While at Underscore, she spent 3 years teaching Search Engine Marketing at the WSE College in Krakow. Among her faves memories of operating at Underscore was years earlier, when they identified exactly how to map Nielsen data to Yahoo's audience base and confirm out ROI from digital media to retail purchase.