Igor Khomyanin is a Senior Data Scientist at Deliveroo. Experimentation has been a constant thread throughout his career — since 2020, he has worked across customer experience, pricing, and assignment algorithms at companies ranging from large-scale tech organisations to early-stage startups, picking up a range of experimental techniques along the way. At Deliveroo, Igor runs experiments at scale and is passionate about making experimentation more accessible — both in terms of who can run them and what questions they can answer. Holdout experiments are a natural extension of that second interest: a practical tool for measuring effects that standard A/B tests miss.