PeerIndex is Brandwatch’s first acquisition, and as part of the deal, the company’s staff of 10 will join Brandwatch. PeerIndex’s central London office will form part of Brandwatch’s presence in the UK.

“Content without context only goes so far, and we’re telling the world just that with our acquisition of PeerIndex,” said Giles Palmer, Brandwatch CEO.

“Understanding more about the actual people behind the conversations happening online is crucial to marketers, and this is about creating technologies that will allow them to target audience segments at scale with astonishing accuracy. “

Terms of the deal have not been disclosed.