Find out who won at the inaugural Data Storytelling Awards

The event, held at the Marriott Hotel at Grosvenor Square, rewarded those that can see potential new ideas, new revenue streams and entirely new business models that data makes possible.

The Guardian and its agency MRM Meteorite walked away with the main award last night, The Grand Prix for the best overall entry.

Here’s a full list of the winners:

Innovation in direct marketing

Winning brand: Easyjet
Title: Easyjet CRM programme
Entering agency/supplier: Havas Helia

Innovation in email marketing

Winning brand: Argos
Title: Abandoned ‘check and reserve’, and after-sales targeting
Entering agency/supplier: Planning-inc

Customer insight

Winning brand: HSBC Expat
Title: A different perspective: expat life

Data-driven business

Winning brand: The Guardian
Title: Evolve or die
Entering agency/supplier: MRM Meteorite

Highly commended: SABMiller

Audience segmentation

Winning brand: Greggs
Title: Greggs customer segmentation
Entering agency/supplier: Gratterpalm

Predictive analytics

Winning brand: Telefonica UK (O2)
Title: Vision
Entering agency/supplier: VCCPMe

Customer experience

Winning brand: Telefonica UK (O2)
Title: Vision
Entering agency/supplier: VCCPMe

Data integration

Winning brand: SABMiller
Title: Global digital reporting platform
Entering agency/supplier: Acceleration

Customer acquisition

Winning brand: National Trust
Title: National Trust optimise and innovate campaign
Entering agency/supplier: Medialab and Mindshare

Personalisation

Winning brand: Argos
Title: Abandoned ‘check and reserve’, and after-sales targeting
Entering agency/supplier: Planning-inc

Highly commended: Virgin Atlantic

Loyalty and relationship marketing

Winning brand: Spirit Pub Company
Title: Using personalisation, loyalty and mobile relationship marketing to grow guest lifetime value in Fayre & Square
Entering agency: Celerity

Highly commended: The Guardian

Real-time data and automation

Winning brand: Virgin Atlantic
Title: Real-time personalisation: using predictive analytics to get the right message to the right customer, right now
Entering agency/supplier: R-cubed

Data interpretation/extraction

Winning brand: Royal Bank of Scotland
Title: Evaluating the long-term impact of brand equity on business performance
Entering agency/supplier: Ninah Consulting (part of ZenithOptimedia Group)

Grand prix

Winning brand: The Guardian
Title: Evolve or die
Entering agency/supplier: MRM Meteorite