New capabilities in the RollWorks Identification Solution include predictive machine learning technology that provides recommendations and enables precise prioritization of target account lists. San Francisco: RollWorks, a division of AdRoll Group, today announced a new account scoring feature to help account-based sales and marketing teams score and prioritize target account lists (TALs). The new functionality in the RollWorks Account-Based Platform uses a predictive machine learning model that ranks accounts within a TAL based on firmographic and technographic fit characteristics. Identity Resolution is central to customer data management in the omni-channel world. Enterprise marketers would be unable to create winning CX without it.

If you've been in marketing for a while, you've probably come across a copy of Don Peppers and Martha Rogers' book, "The One to One Future." Written in the 1990s, the book painted a bright future -- one where marketers could connect with their audiences on a more personal, one-to-one level. The idea was simple: all of the new technology and data flooding marketing at the time would pave the way for personalized, incredibly relevant customer experiences. In fact, I'd argue that the technology we've deployed has, in many cases, pushed us further away from that 1:1 connection. We've taken innovative technologies and platforms like marketing automation and digital advertising and used them to spam our audiences with millions of untargeted, irrelevant messages.