Blog

In 2008, Corey Mellick founded Amplifi, a data-driven management consultancy based in Addison, with great hopes of changing the industry. With 123 employees in the US and Europe, Amplifi set out to revamp its information management strategies and solution delivery.

But before he became the data CEO he is today, Mellick was a college dropout – one who worked as a musician, toured with a band, and played for big names in the studio.

With a passion for rock ‘n’ roll and a rapid rebellion, Mellick left his hometown of Scottsdale at the age of 16 to take the music world by storm. He was fascinated by music from a young age: he calls himself the “black sheep” of his family.

But the music allowed Mellick to use his creativity and think outside the box. “It was life and I played all the time,” he recalls.

Mellick ran to a small town in Arizona and finished high school while holding multiple jobs – from telemarketing to roofing – to pursue his career.

Mellick pre-haircut in his rock star days. [Photo: Amplifi]

Shortly after starting in the state of Arizona, Mellick’s music career finally took off. He started to travel with bands; play in popular clubs. Fast forward to a gig at the Library Bar in Arizona, and Mellick had met the love of his life (and now his wife) and quickly realized that he had to focus on his future to support a family.

With the help of a good haircut and a varied résumé, he got a job as a consultant.

“Because I worked so much in the studio, I was really used to playing with computers,” Mellick told Dallas Innovates. “Consulting has been transferred very well to the technology sector. I got a few certifications and later discovered that I could make more money as a salesperson, so I got into sales and started climbing the corporate ladder. “

After working for several of the largest and fastest growing companies in the country, he was asked to lead global sales for a company in New York City. However, he declined the opportunity because he did not want to move his family to Manhattan.

The next day was September 11, 2001. The entire team was on the 103rd floor of the World Trade Center.

It was traumatic for Mellick. He bowed his head, changed companies a few more times, took a few things from the ground up until the takeover. Finally, he decided to take the plunge and do it for himself.

“My father always told me that the best thing to do is to run your own business,” says Mellick. “You want to be the guy who says ‘Yes you’, not ‘Who, me?'”

Walk alone

With the help of his uncle, a finance and accounting veteran, Mellick founded Amplifi in 2008. It was going to be an e-commerce company and pretty much all it got its name was a “cardboard box for a desk and a smile.” . “

Amplifi operated a business model that allowed businesses and consumers to buy and sell things efficiently over the internet, but the company’s execution and focus were undeniably unique.

“The name Amplifi has nothing to do with being a musician,” says Mellick. “Believe it or not, Amplifi is about how we make everyone around us bigger and better today. It might just be a verb, but this verb sets us apart from other consulting firms that think far into the future. At Amplifi everything revolves around the now. “

With that mindset, Mellick built a diverse team that could take on great companies with great products and maximize their digital transformation strategy. The aim was to launch global websites, increase sales and increase brand awareness.

And as technology has evolved, so has Amplifi’s focus. Mellick noted that his startup was building great experiences, websites, search and navigation, and mobile applications, but companies weren’t “stepping up” to their highest potential. Mainly because they didn’t know who their customers were or what products they were selling.

In 2016, Amplifi became a data-driven business consultancy that would fix the data problems businesses were battling. Mellick wanted to offer its customers a single source of information.

Since the transition from Amplifi, the company has expanded and generated more traffic, as well as strengthening other businesses through data analytics. Last year alone, Amplifi was selected by Conagra Brands, Jackson Family Wines, Independent Purchasing Cooperative (IPC), Kaman Distribution Group (Kaman) and others to develop solutions and “harness the power of their # 1 asset … their data”. “

And many remain shocked by Mellick’s successful course. However, it is not.

“If you’re a musician and you understand music and music theory, that means you’re analytical and creative. These are skills that will take you far in marketing, sales, branding, design and IT, ”he says. “Music transforms into color, branding and design. It makes you very aware and has helped me to be more creative, develop sales materials and think outside the box. “

From its humble beginnings, Mellick Amplifi has expanded beyond its Addison headquarters. Today he has employees in Atlanta, Chicago, LA and, following the recent acquisition of a British company, even in Europe.

Within the next five years, the Amplifi team intends to work consistently to become the “number one data consultancy in the world”. This means that all of their efforts are specifically focused on helping customers around the world improve their data strategies.

Mellick is most proud of the legacy he built today. For those hesitant to take the entrepreneurial leap, he suggests a willingness to be flexible, change direction or twist as needed.

“Some people say that to be successful you have to focus on what you are doing. I say, keep track of what is needed – what the customer needs, ”he says. “This does not mean completely changing your business, just being able to understand what your customer needs and adapt accordingly.”

Come on the list.
Dallas innovates every day.

Sign up to keep an eye on what’s new and what’s next in Dallas-Fort Worth every day.

CONTINUE READING

• 

  Dallas Chris Tock Transplant is helping people who start sewing by sharing what he has learned with over 70,000 subscribers through his YouTube channel.

• 

  83 percent of respondents agreed that AI grants access to unique data sets, which opens the door to differentiate offerings and attract customers. But only 16 percent of financial institutions actually use AI and data.