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As technology continues to evolve, brands are called to advocate for and implement appropriate research into their marketing endeavors.

Precision and accuracy, while often associated with another, imply two sides of the same coin. Precision deals with the closeness of two or more measurements to each other, whereas accuracy refers to the closeness of a measured value to a standard or known value. (NC State University)

Legitimacy in the realm of research is of utmost importance, arguably the most prized commodity when presenting data to industry stakeholders. which ultimately seek to influence decision-making.

Brands must address this depth and complexity into their social analytics. Essentials including Facebook Insights and Google Analytics are some of the many tool's brands must utilize in their social media toolbox.

More often than not, data collection entails more than meets the eye. A deeper, objective, contextual view is necessary to achieve precision and accuracy while cultivating a tone of accountability.