Sears Canada studied the history of their sales data and found that their catalogs reached their half-life 20 days after being mailed, although the life of the catalog was actually several months.
Knowing when a direct marketing campaign reaches the half-life point allows marketers to adapt more quickly to consumer demand.
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Depending on the particular substance involved, a half-life may be significantly shorter or longer than half of the substance's full period of activity.
The concept of a half-life has been adopted by fields outside of science, such as marketing and finance.
Does the scientific method support one position over the others?
Or, it is true that some things can only be believed based on a "faith" that goes beyond science?
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If these predictions hold true, the hypothesis is strengthened in its usefulness as a predictive tool, but it can never be absolutely confirmed since we remain subjective creatures (subject to our senses and to indirect interpretations of what they are telling us).
However, with so many differing opinions presenting themselves, how can one sort out the "truth" for one's self?