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From this article

Together, we’ll be looking to build on early successes with our digital-first approach to campaigns including ‘Holly’s Must Haves’ and to better utilise data for ‘always on’ cross-channel campaigns.

I don't understand the meaning of the bold part. What's the meaning of to better utilise data for..?

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"to better utilise data" means "to use data more effectively/efficiently".

Nathan Ansell said the brand needed "more targeted, inspirational and relevant customer marketing" to restore its style credentials.

M&S gathers information about their customers and, in order to become more successful, they need to process the data they are collecting more thoughtfully and more thoroughly.

To utilise (utilize, AmE) something is to use it, to employ it, to make use of it.

https://dictionary.cambridge.org/dictionary/english/utilize?q=utilise

  • Your answer was flagged as a possible low quality post because of it's brevity. Can you add anything more to help the OP understand the bold part of the sentence and how it relates to the rest of the sentence. Your answer is factually correct but there's a lot more that could be written to help this person move forward as an English speaker. – dwilli May 12 at 22:43
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    @dwilli I was going to but got distracted... Updated. – Andrew Tobilko May 12 at 23:09
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    Sorry but where is it being said that M&S gathers information about their customers? – Ally Fe May 13 at 1:46
  • To add to the previous comment, the definition of utilize you give makes no mention of more effectively/efficiently. You seem to be adding those synonyms without supporting evidence. The only thing you can conclude (from the definition you gave) is that better utilize means use, employ, or make use of better. – Jason Bassford Supports Monica May 13 at 4:42
  • @JasonBassford my dictionary says "to utilise" is "to use something in an effective way", so "effectively" makes sense, doesn't it? – Andrew Tobilko May 13 at 8:11

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