The more frequently purchased the product or service, the greater the dilution of the measured advertising effect by including repeat sales.

FORBES: The Downside Of Marketing Mix Models Is There's No Upside For CMOs

Runoff is the source for all human diversions or withdrawals for irrigation, industry, municipal uses, navigation, dilution, hydropower, and maintenance of aquatic life including fisheries.

FORBES: Is Water A Better Investment Than Oil?