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.”