Maximum likelihood
Maximum likelihood estimation is a generic technique for estimating the unknown parameters in a statistical model by constructing a log-likelihood function corresponding to the joint distribution of the data, then maximizing this function over all possible parameter values. In order to apply this method, we have to make an assumption about the distribution of y given X so that the log-likelihood function can be constructed. The connection of maximum likelihood estimation to OLS arises when this distribution is modeled as a multivariate normal.