Welcome to Between Calls, your weekly dose of hand-picked stories from the worlds of digital marketing, wellness and science. Blending commerce, consciousness and curiosity, Between Calls brings you insights to make you think and think again.

This week, we delve into the complexities of creator marketing attribution, highlighting the importance of multi-touch models in accurately measuring creator impact across various platforms. Next, we discuss a recent study revealing that neck circumference can serve as a powerful indicator of hidden health risks. Lastly, we examine groundbreaking research from the Cassini spacecraft, which has provided new insights into the complex chemistry occurring in the subsurface ocean of Saturn’s moon Enceladus, suggesting the potential for life-supporting environments beyond Earth. Happy Reading!

Attribution was never easy, but it was definitely easier before the rise of the creator economy. Now, there’s an additional aspect of accurately attributing conversions and ensuring fair compensation to creators who influence purchase decisions. Traditional models, such as last-click attribution, often overlook the contributions of creators who drive awareness and engagement earlier in the customer journey.

To address this, marketers are increasingly adopting multi-touch attribution models that distribute credit across various interactions, providing a more comprehensive view of creator impact. These models, including U-shaped and data-driven approaches, consider the role of creators at each stage of the funnel, from discovery to conversion. But as a creator you should be in the know of how you’re getting credited for contributing to a brand’s funnel. You may be far more valuable for your brand partner than you previously thought.

Did you know that your neck size can reveal a lot about your health? A recent study has highlighted the significance of neck circumference as an indicator of hidden health risks, such as cardiovascular disease, diabetes, and sleep apnea. Researchers found that individuals with larger neck sizes i.e. men with a neck circumference of 17 inches or more, and women with 14 inches or more, face elevated health risks, despite having a normal body mass index (BMI).

Fat stored around the upper body, particularly in the neck area, can affect vital metabolic processes, increasing strain on the heart and blood vessels. This finding challenges the traditional reliance on BMI as a sole measure of health, suggesting that neck circumference may provide additional insights into an individual’s health status. So, the next time you’re tempted to cite BMI and say you’re okay, do take a long, hard look at your neck as well.

Saturn’s always been the most mysterious planet to me, so it was no surprise when one of its moons showed the presence of water. And where there’s water, there’s a possibility for life. Cassini which was sent to study Saturn and its orbiting moons collected large amounts of data which provided new insights into the complex chemistry occurring in the subsurface ocean of Saturn’s moon, Enceladus. It revealed the presence of complex organic molecules in the moon’s ocean.

In fact, Enceladus ticks all the boxes to be a habitable environment that could support life, the presence of liquid water, a source of energy, a specific set of chemical elements and complex organic molecules. Who knew that data collected years ago would yield such fantastic insights today, and that life outside Earth might be closer than we previously thought.

As an anthropometrist and ergonomics researcher with 20+ years bridging physical anthropology, human factors engineering, and applied measurement science, create a comprehensive beginner’s guide to anthropometry. Define the field and its significance using clear analogies, then systematically break down core concepts including measurement methodologies, fundamental terminology, and practical applications across ergonomics, healthcare, fashion, sports science, and safety engineering. Address common challenges like designing for diversity vs. averages, temporal trends, and ethical considerations while explaining how to interpret anthropometric data tables and charts. Include historical evolution from early anatomical studies to contemporary technology, real-world examples for each major concept, and practical resources for beginners. Structure with progressive complexity—simple explanations layered with nuance—ensuring readers understand both theoretical foundations and actionable applications. Our audience are beginners and enthusiasts who are new to this field and want to learn more with a guide that balance scientific rigor with accessibility, concluding with next steps and resources for deeper learning.