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Rob Emrich. He\u2019s a serial entrepreneur, currently involved in his latest venture as the founder and CEO of The Mobile Majority. He\u2019s founded and served as chief executive at 6 startups in social ventures including Road of Life, which distributed as $70M dollar curriculum; BULX, which was acquired by Dealyard in 2011; and Boundaryless Brands, which was acquired in 2011 along with SpeakerSite. Know more about Rob at his website.

Famous Five:

• Favorite Book? \u2013 The Goal
• What CEO do you follow? \u2013 N/A
• Favorite online tool? \u2014 Spark Email Client
• How many hours of sleep do you get?\u2014 8
• If you could let your 20-year old self, know one thing, what would it be? \u2013 \u201cHave fun\u201d

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Time Stamped Show Notes:

• 00:40 \u2013 Nathan introduces Rob to the show
• 01:26 \u2013 Rob just bought Gimbal and will use that name
  • 01:55 \u2013 They\u2019re taking the name most especially because of the .com in Gimbal\u2019s website
• 02:15 \u2013 Rob believes that what drives success in online marketing is data
• 02:58 \u2013 Most of Rob\u2019s previous companies were in the ecommerce space
• 03:22 \u2013 Mobile phone ends up being the bridge between the online world and the offline world
  • 03:31 \u2013 Rob was missing data regarding targeting and attribution
  • 03:46 \u2013 There\u2019s no way to know if an offline campaign is effective
• 04:36 \u2013 The technology Rob bought that has the data can now run campaigns and know that you were on that campaign
• 05:05 \u2013 Offline behavior ends up becoming an incredibly strong signal of intent and is an accurate way to measure attribution
• 05:21 \u2013 Gimbal uses Beacon
  • 05:37 \u2013 Beacons are usually a 2-flow energy and Qualcomm invested around over a hundred million dollars for the technology
  • 06:01 \u2013 Beacons are precise when working with GPS
• 06:53 \u2013 Qualcomm spun out beacons in 4 other companies to develop the culture of innovation
  • 07:28 \u2013 When they spun out in 2014, it became a challenge for big companies to innovate
• 08:20 \u2013 The valuation
• 08:44 \u2013 The deal structure that Rob had with Qualcomm was a mix of different things: cash, debt and equity
• 08:57 \u2013 Total funding from Mobile Majority was around $25M
• 09:03 \u2013 Mobile Majority was launched in 2012
• 09:38 \u2013 Rob has gone through things after his first exit
  • 10:05 \u2013 \u201cI\u2019m going big at this point\u201d
• 10:16 \u2013 Rob is currently 37 and has no kids
• 10:33 \u2013 Team size is around 100
• 11:20 \u2013 Primary line of business is essentially acting as a media and advertising operating system for large media companies
  • 11:41 \u2013 They target individual people
  • 11:44 \u2013 \u201cWe understand identity very, very well\u201d
  • 13:09 \u2013 They were getting revenue share
• 13:42 \u2013 When CBS creates content, that content generates users and Mobile Majority exposes them to more user data and will sell their operated properties
• 14:30 \u2013 Mobile Majority is different from Outbrain because Mobile Majority\u2019s ads are more targeted
• 15:10 \u2013 Mobile Majority now has 10K end customers
  • 16:00 \u2013 Total advertising purchase range is between $10M-100M
• 16:15 \u2013 Average percentage taken by Mobile Majority varies
  • 17:08 \u2013 Instead of charging towards content, Mobile Majority will only hit specific people who are on the list
• 18:46 \u2013 The Famous Five

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3 Key Points:

1. There\u2019s a lot of missed data in the offline world that is still not easy to track.
2. Knowing and understanding your target audience is more effective and cost-efficient for you.
3. Just go on with your life and have fun, create businesses while you still can.

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Resources Mentioned:

• The Top Inbox \u2013 The site Nathan uses to schedule emails to be sent later, set reminders in inbox, track opens, and follow-up with email sequences
• Hotjar \u2013 Gives Nathan a recording of what is happening on a website or where are people clicking and scrolling on the website
• Organifi \u2013 The juice was Nathan\u2019s life saver during his trip in Southeast Asia
• Klipfolio \u2013 Track your business performance across all departments for FREE
• Acuity Scheduling \u2013 Nathan uses Acuity to schedule his podcast interviews and appointments
• Host Gator\u2013 The site Nathan uses to buy his domain names and hosting for the cheapest price possible
• Audible\u2013 Nathan uses Audible when he\u2019s driving from Austin to San Antonio (1.5-hour drive) to listen to audio books
• Freshbooks \u2013 Nathan doesn\u2019t waste time so he uses Freshbooks to send out invoices and collect his money. Get your free month NOW

Show Notes provided by Mallard Creatives