Did you know there’s a way to assess the degree of certainty behind marketing information?

Because ultimately, not all the information we use to build our strategies carries the same weight.

• Transactional data observed in a CRM.

• A statement gathered from a customer.

• A trend observed across multiple sources.

• A hypothesis formulated by a strategist.

• An interpretation generated by AI.

• All of them can be relevant.

But they don’t all carry the same degree of certainty. And yet, once they make their way into a presentation, a persona or a marketing strategy, they often end up looking the same: same words, same tone, same appearance of truth.

There is, however, a discipline that helps us distinguish between what we know, what the evidence supports and what we assume. It’s called epistemic certainty. And with AI becoming deeply embedded in marketing practices, I believe this distinction will become increasingly important.

The real question may no longer be simply:

“What do we know about our customers?”

But also:

“What are we relying on to claim that we know it?”