Igor Skokan is the Measurement Lead for Facebook and Instagram in Central & Eastern Europe. He is involved in all aspects of measurement, holistic analysis and application of marketing science as well as introduction of new research products created through the identity data. Nuclear scientist & mathematician by education, prior to joining Facebook, Igor held various senior analytical positions within Omnicom Media Group’s data, tech and analytics units in Dubai, London and Prague. Across his roles before and now, his focus is on different facets of effectiveness from econometric modelling, digital attribution, segmentations to media & consumer insights. Beyond his passion for numbers, he likes traveling, running and climbing high mountains.