Clarke will work closely with Colleen Fahey Rush, who is chairman of the CIMM Executive Board in addition to her main job as EVP of Strategic Insights and Research for MTV Networks (NYSE: VIA). The coalition is looking to research set-top-box data as part of its first request for proposals. In another few months, CIMM hopes to prepare another RFP on the use of cross-platform data, taking in TV, the web and mobile viewing habits. CIMM held its first official meeting last month. Five companies—Nielsen, Rentrak, TiVo (NSDQ: TIVO), TRA and TNS—were asked to give a presentation on their use of set-top box data as part of CIMM’s effort to prepare the first RFP.

SEE ALSO: Media Industry Research Group Preps First RFP; NBCU’s Wurtzel Lowers Profile

Aside from the RFP process, Clarke is also expected to help increase CIMM’s membership. The group started with “seven figures” worth of funding, but in order to follow through on developing serious measurement tools, it will need a lot more than the seed money it currently has.