Attensity, a company that identifies conversation on social media and other channels, is infused with $90 million in equity financing by an undisclosed international private equity fund.

In a statement to VentureBeat via email, Howard Lau, CEO and Chairman explains how they will use the new funds: "We plan to use the funds in numerous ways, such as with growing our staffing and engineering and expanding our marketing and sales initiatives." He continues to explain:  "What we're really doing here is investing it all back into company so that we grow and scale what we continue to believe is a large, rich opportunity for us."

Attensity is a pioneer in natural language processing and sentiment analysis that extracts meaning in the form of data and visualizations. The technology analyzes text from social networks, discussion boards, news articles, and many others forms with bodies of text that will spot people, places, and concepts.

Attensity founded in 2000 and headquartered in Palo Alto, California. They currently boast clients such as Charles Schwab, Citigroup, JetBlue Airways, Lloyd's Banking Group, Royal Bank of Canada, Symantec, Starwood Hotels & Resorts, Travelocity and Whirlpool.