What Is Econometrics? From Regression to Marketing Mix Modeling (MMM)

Econometrics uses statistical methods to analyze economic data, estimate relationships between variables, and test for causality; its core method is regression. Marketers mainly encounter it through marketing mix modeling (MMM). IAB Australia’s 2025 report describes twelve vendors, including Google’s Meridian and Meta’s Robyn. Econometric models use aggregated data and do not require cookies or device identifiers.