The MetaMetrics perspective on changes over the last decade in marketing – and the continuity of econometrics 

Marketing rarely stands still and, over the past 10 years, the industry has been reshaped in a variety of ways.   The rise of digital platforms, the near-collapse of third-party tracking, the arrival of self-service analytics tools and, most recently, a cascade of AI-powered solutions are among some of those changes – each promising to simplify the business of measuring what works.  Throughout it all, however, econometrics has endured. It has