Rule-based personalisation is a method of personalising customer experiences by applying pre-defined rules to data about the customer and their behaviour. This allows marketers to tailor content, offers, and other aspects of the customer experience based on specific criteria, such as demographic information, purchase history, and website activity.
The rules are usually created by marketers or data analysts and can be automated using marketing technology platforms. Rule-based personalisation can provide a consistent and controlled approach to personalising customer experiences, but can also be limited by the rules that have been defined.