Marketing analytics company MarketShare said that it has signed an agreement to acquire MarketingNPV, which helps marketers improve their performance.

The Los Angeles company said over the weekend that Princeton, N.J.-based MarketingNPV is well-known for pioneering work in marketing metrics and other tools that link investments to value creation. It has a client roster of companies across multiple industries, and it produces a journal and web site that are widely read by marketers.

Terms of the acquisition were not disclosed.

“We have entered the age of transparency, where advanced analytics and decision support are no longer a ‘nice to have’ – they are now a ‘need to have,’ ” said Chief Executive Jon Vein in a statement. “MarketShare’s sophisticated modeling capabilities, plus our expertise around measuring the true impact of emerging media like search, display, mobile and video data, equal a powerful business solution that is in high demand.”