ORLANDO, FL--(Marketwire - December 03, 2012) -  DMA National Conference - TrueLens, a company that develops solutions for brands to better target customers by interests and intent using social media data, announced a $1.2 million funding round led by Google Ventures. The company also announced its new Socialgraphics™ solution, the first in the industry that delivers consumer-level insights, such as brand preferences, purchase intents, and influence to give brands powerful data to customize marketing campaigns.

(Logo: http://truelens.com/truelens/img/Truelens_Logo_condensed.eps)

With Socialgraphics, an apparel brand can know which of their customers are interested in skiing this winter to create messages and offers specifically designed for them around clothing, boots and accessories. The company has already signed on leading brand clients including Neiman Marcus, TaylorMade-Adidas, Game Show Network, Force Factor nutritional supplements, DODOcase mobile accessories, as well as a Fortune 15 bank and a top global credit card company.

"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."

TrueLens' Socialgraphics brings direct-from-consumer intelligence derived from public social media expressions and creates living customer records that change with each individual customer's latest needs and interests. TrueLens appends this data to customer databases of its clients in the form of 2,500+ actionable columns.

"We strive to build stronger and deeper connections with our customers," said Richard Sweet, Vice President of Marketing at Game Show Network. "TrueLens' Socialgraphics data allows us to understand customers better and target their specific needs with emails and offers that truly resonate to drive new business."

In addition to Google Ventures, investors in the current round include Charles River Ventures, Common Angels, 500 Startups, and Boston Seed. Angel investors with deep industry experience also participated, including Dharmesh Shah, CTO and co-founder of HubSpot; Waikit Lau, SVP of leading video ad network Tremor; Nick Ducoff, former CEO and co-founder of big data pioneer InfoChimps; and John Simon, former board member of BzzAgent and m-Qube.

"Mining vast amounts of social data to make it meaningful for marketers is a large opportunity," said Rich Miner, general partner of Google Ventures. "We are excited by the deep technology expertise and track record of the TrueLens team and look forward to scaling the company with them."

The TrueLens founding team has over a decade of expertise in marketing analytics and social media. The team includes CEO Roy Rodenstein and Chief Scientist Rebecca Xiong, PhD, both alumni of the MIT Media Lab and co-founders of Going.com (acquired by AOL); and CTO Jason Toy, a machine learning and Hadoop expert. Between them they have worked at multiple companies acquired by IBM, Akamai and Emode (acquired by Monster).

TrueLens is co-hosting Tuesday's cocktail event at the National Conference for Database Marketing jointly with the Direct Marketing Association at Gaylord Palms Resort & Convention Center in Orlando, FL.

About TrueLens

Founded in Boston, MA, TrueLens develops solutions for marketers to better target customers by interests and intent using social media data. The company has both Fortune 500 brands and SMBs as clients for its flagship Socialgraphics™ product. TrueLens is funded by Google Ventures, Common Angels, Charles River Ventures, 500 Startups and Boston Seed, as well as private angel investors. For more information visit, TrueLens.com or TrueLens.com/Socialgraphics.

For Google Ventures, visit www.googleventures.com