Former erinMedia research chief Michael Vinson has joined GM Planworks to spearhead analytics initiatives, according to MediaPost.
Vinson comes to GM Planworks as part of the company's continued efforts to more deeply understand digital and other new media research. That includes a heavy emphasis on TV, which is inching closer to the federally mandated switch to digital broadcasting.

The measurement of data derived from set-top boxes is seen as a gold mine for broadcasters and advertisers because it shows precise viewer behavior.

Vinson was formerly an academic in theoretical physics. erinMedia recently laid off most of its staff as it awaits the outcome of an antitrust lawsuit it filed against Nielsen.