WPS : Types of Personalization

When configuring WPS for personalization, there are 3 options:

Simple filtering A site displays content based on predefined groups of site visitors. For example, if a site visitor is in the Human Resources department, the site provides access to URLs containing Human Resources policy manuals.

Rules engines
In a rules based system, the site owner defines a set of business rules which determine what category of content is shown when a certain profile type visits the site. An example would be: Display all four wheel drive SUVs to visitors in the northeast in the 21 to 35 age group.
This approach has the advantage of driving the site's behavior with the business objectives of the site owner. The site owner is usually the owner of a marketing campaign or some other business manager.

Collaborative filtering
A site visitor rates a selection of products, explicitly or implicitly. Those ratings are compared with the ratings offered by other visitors. Software algorithms detect similarities. For example, a visitor receives book recommendations based on the similar purchases of others.