Evidence Weighting Matrix

The Evidence Weighting Matrix is a framework for deciding how much verification a competitive claim needs before it reaches a client deliverable. Two axes set the depth: how reliable the underlying source is, and how much is riding on the claim. A traffic estimate pulled from Similarweb to open a pitch conversation sits at low stakes and needs a single sanity check. A procurement claim that anchors a retainer renewal sits at high stakes and needs a second, independent source. The framework matters because agencies increasingly sell intelligence as a deliverable, and a wrong number in a client deck costs more than a slow one. The verification discipline is spreading across the market: a legal AI assistant launched in October 2026 with a policy of refusing to cite any law or case it cannot independently verify. Agencies can apply the same rule to competitor spend and market sizing claims.