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Igor Skokan (Marketing Science Director) is part of the global Marketing Science team at Meta based in London. Nuclear scientist & mathematician by education, prior to joining Meta in 2016, Igor spent a decade at various senior analytical positions within Omnicom’s data, tech and analytics units in Dubai, London and Prague. Across his roles before and now, his focus is on intersection of different facets of marketing effectiveness from contemporary MMM, attribution, RCTs/experimentation, media insights and open source. Beyond his passion for numbers, he likes rock climbing, trail running and mountaineering.