Rule-Based Systems for Personalization

by Curt Hall

We are continuing to witness the growing use of rule-based systems for applying personalization to business-to-consumer (B2C), business- to-business (B2B), and other e-commerce applications. Rule-based personalization platforms function by applying predefined rules to respond to customer interactions or events: a Web site visitor clicking on an ad or abandoning his or her shopping cart before actually completing the purchase, for example.