UmbelUmbel, an Austin-based data software company, announced its acquisition of Lodestone, a fan engagement company, in a blog post.

The financial terms of the deal were not disclosed.

Mark Drosos founded Lodestone Social Media in Austin in 2008. The company raised $100,000 in investment, according to its Crunchbase profile.

Umbel, founded in 2010, raised $20 million in a Series B round by Cielo Private Equity last November. To date, the company has raised $24.45 million.

Umbel’s platform lets sports, media, entertainment and nonprofit organizations better understand the data that their businesses generate so they can better engage with their customers or fan base.

“The acquisition of Lodestone will allow us to create a customized experience for each client and campaign for the first time,” H.O. Maycotte, CEO of Umbel said in a blog post. “Using Lodestone’s unique technology to gather first party data, combined with our platform’s sorting and segmenting capabilities, clients will now receive a unified front to backend integration.”