TMW #189 | Wednesday Martech Briefing

Aug 21, 2024

Welcome to The Martech Weekly, where every week I review some of the most interesting ideas, research, and latest news. I look to where the industry is going and what you should be paying attention to.

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Fake reviews, AI for BI, the rise of the data mesh

Here’s the week in Martech:

Fake reviews: The FTC clamps down on fake reviews.
AI for BI: The challenges facing conversational-style data querying.
The rise of the data mesh: Data lakes are capitalizing on distributed data management.
Everything else: Meta’s metric woes, influencers managing marketers, California’s AI bill, the future of Martech is legless, and more.

👇 Here’s everything you’ve missed in marketing and tech this week.

📰 Latest Developments

Fake reviews. The U.S. Federal Trade Commission (FTC) announced a final set of rules to clamp down on fake customer reviews and testimonials. The new rules prohibit the buying and selling of fake reviews and testimonials, incentivizing positive or negative reviews, getting company staff to publish reviews, and suppressing customer reviews through threats or intimidation. According to the Harvard Business Review, 98% of consumers read reviews before purchasing a product; seeking out social proof is an essential step in every buyer journey. This has birthed a massive economy around reviews: Independent general (e.g. TrustPilot) and category-specific (e.g. TripAdvisor) review sites, in-house reviews, voice of customer and review capture platforms, and Walled Garden review platforms like Google, Amazon, and Facebook. And between all these platforms, there is a shady cadre of intermediaries who sell fake reviews to build up a brand or product's reputation or to burn that of a competitor. The FTC's new rules give it broader power to punish not just sellers of fake reviews, but also companies that solicit or allow fake reviews to be published in their name, with fines of up to $50K per offense. The review ecosystem is getting a long overdue shake-up. FTC's new rules | Harvard Business Review research

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Stay Curious,

Keanu Taylor

Make sense of marketing technology.

Want to share something interesting or be featured in The Martech Weekly? Drop me a line at juan@themartechweekly.com.