Google Ventures leads $1.2m funding into TrueLens

The funding was led by Google Ventures with support from Charles River Ventures, Common Angels, 500 Startups, Boston Seed and several angel investors.

TrueLens’ new Socialgraphics tool complements a brand’s existing customer database by adding information pulled from social media about consumers’ brand preferences and purchase intent. For instance, a clothing company could target customers who have expressed an interest in going on a skiing holiday and send them emails and offers.

“Today, data drives decisions across all industries,” said Roy Rodenstein, CEO and co-founder of TrueLens. “We are creating a competitive advantage for leading brands by applying advanced linguistic and machine learning technologies to derive a powerful new dataset based on customers’ social expressions.”