In the new role of president of media analytics, Moult will provide analytical services and insights based on Nielsen data with the aim of working “more consultatively” with media clients. The initial focus will be on US clients, the firm said.

He will also work closely with NM Incite, Nielsen’s social media monitoring joint venture with McKinsey.

Moult is to take up the new role of president of media analytics in December. He will be responsible for establishing and managing media analytics practice areas, including cross-platform audiences and advertising.

In the past Moult served as president of the non-profit Marketing Science Institute and of ASI Market Research, which became Ipsos ASI. During the 1980s he headed up product development researcher Bases, which is now part of Nielsen.

The company pointed out that Moult has been involved with studies funded both by Nielsen and by the Coalition for Innovative Media Measurement – a group formed last year by media firms to investigate alternatives to Nielsen’s measurement systems. Nielsen said it supports the Touchpoints multimedia study that the CIMM is sponsoring, and “continues to look for ways to work with” the body.