Marketers love the idea that more data will finally prove marketing’s value. But what if more evidence doesn’t create more confidence or more budget protection?

In this solo episode, Matt Butler breaks down the misconception behind “premium” measurement signals like incremental conversions from major platforms and why they’re often treated as a shiny upgrade instead of the bare minimum. The real problem isn’t a lack of tracking. It’s a lack of demonstrated business outcomes.

This conversation reframes incrementality as the core proof marketers actually need: measurable, incremental sales growth. Not attribution theater. Not dashboard volume. Real lift that a CFO can trust and a leadership team can fund.

In this episode:

• Why “more data” rarely translates into more credibility
• What incremental c ...