HipLogiq, a marketing software company, has raised an additional $7 million from private investors.

One use for the new money is the addition of some 20 more employees, from the current 20. It includes hiring a new vice president of sales who will be responsible for New York City and its ad and digital marketing agencies. The new money will be used for other marketing and sales efforts, too. Beyond New York City, staff will be added in Los Angeles, San Francisco and Atlanta.

Taking part in the Series B funding round is Hadron Global Partners – located in Connecticut. It is a joint venture which targets data analytics, eCommerce and marketing automation. It is owned by Ray Bartoszek, principal of RLB Holdings, and Anthony Lanza, principal of Carriage House Partners (CHP). In May, HipLogiq got $5 million in first-round funding from Hadron Global Partners and other investors.

HipLogiq offers two social media marketing apps, SocialCompass for enterprises and agencies with a white label license, and SocialCentiv, for small- to medium-sized businesses.

"Until now we've been focused on the launch and feature enhancement of SocialCompass and SocialCentiv," Bernard Perrine, CEO of HipLogiq, said in a statement. "But we've steadily been building momentum with our applications with clients such as Papa John's, Dunkin' Donuts and 7-Eleven, and this funding will allow us to drive sales and marketing to the next level. It's exhilarating to watch our hard work move forward and pick up steam."

The company has some 15 larger companies among its customers. There are also some 2,000 small-to-medium sized businesses as customers.

The data analysis works by HipLogiq's Engagement Engine. It looks for tweets in Twitter (News - Alert) via keywords and relevant location. “When the software finds a relevant tweet, it's flagged on a dashboard so a business can respond in real time with an offer,” the company explained in a statement. The offer may feature 20 percent off, a free product or a Buy One Get One (BOGO) discount. It was described as a location-based conversation (LBC).

Twitter has some 232 million monthly active users, and HipLogiq sorts through the Twitter data provided by DataSift. The Wall Street Journal adds that HipLogiq will soon also mine other social networks beyond Twitter.

The data is processed via an algorithm – which would let a company like Papa John’s “find users who tweet about a craving for pizza, for example. Papa John’s would then send a tweet offering the hungry user a coupon to a nearby outlet. The user could also share the offer with followers, potentially leading to more pizza sales,” The Journal said.