• by Joe Mandese  @mp_joemandese, November 22, 2010

Nielsen Co. Monday announced the creation of new "media analytics" initiative, and has tapped Sequent Partner's co-founder Bill Moult to run it.

Nielsen said the objective of the new unit is to help media companies grow by developing new analytic tools that glean deeper and more refined insights from Nielsen's syndicated media research data.

Moult joins Nielsen from Sequent Partners, which he formed several years ago with former Advertising Research Foundation President Jim Spaeth. He is also a founding partner of the Media Behavior Institute.

Previously, he was president-CEO of ASI Market Research and then Ipsos-ASI.