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Among the important things Martin delights in most regarding his role is the chance to research study and understand the nuances of both established and new markets, and through growing his understanding of them try to find the Holy Grail of product-market fit.

It was these very early tests that drove Underscore's concentrate on information driven programs and ROI dimension, an essential differentiation in the industry. She believes Underscore is the design for exactly how media and advertising agencies should, and will, advance in the future.

While at Underscore, she invested 3 years educating Online search engine Advertising and marketing at the WSE University in Krakow. One of her faves memories of working at Underscore was years ago, when they determined exactly how to map Nielsen information to Yahoo's audience base and show out ROI from electronic media to retail acquisition.