A method, in which one or more processing devices perform operations, includes executing a content-extraction agent that extracts activity data describing interactions with online resources by one or more user devices associated with a target entity. The method includes organizing the activity data into an input descriptive data structure associated with the target entity. The method includes computing a probability of the target entity belonging to a decision-making group by applying, to the input descriptive data structure, a role-classification model that is trained to determine probabilities that entities belong to the decision-making group. The method further includes transmitting an indication of the probability to a content provider, where transmitting the indication of the probability causes the content provider to customize interactive content to the target entity prior to a transmission of the interactive content to the one or more user devices.