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One of the things Martin delights in most concerning his role is the possibility to study and understand the subtleties of both new and established markets, and via expanding his understanding of them search for the Holy Grail of product-market fit.

It was these very early examinations that drove Underscore's focus on information driven programs and ROI dimension, a fundamental differentiation in the industry. She thinks Underscore is the model for just how media and advertising and marketing companies should, and will, advance in the future.

While at Underscore, she spent three years instructing Search Engine Advertising and marketing at the WSE College in Krakow. One of her favorites memories of working at Underscore was years earlier, when they identified how to map Nielsen information to Yahoo's audience base and verify out ROI from electronic media to retail purchase.