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It doesn't matter how great your marketing is if business operators don't understand how it propels bottom line benefit. CMOs must not only achieve results, but be able to connect and communicate the relationship between marketing and revenue.
Reference: How to See Marketing as an Investment, Not an Expense
Reaching target customers on social channels requires understanding of when your customers use them. If your targeting a specific person, use their post times to predict when to post. If your targeting a broader group of customers, combine their post times and use data visualization to analyze activity trends to decide the right time to post.
Reference: 5 Ways to Improve Your Social Mobile Marketing Strategy