A rules-based software architecture that provides the infrastructure for the definition and execution of end-user rules logic. This enables end-user automation of data in a unified storage platform using simple IF-THEN rules. The architecture includes a monitoring component that tracks items associated with the data, and a rules component interfaces to the rules component, and employs metadata associated with the tracked items to provide for automated handling of a subset of the items. The system further provides for defining virtual collections and items in the system using content based logic. The system further comprises one or more trigger components that sets items and collections of items dynamically active as a function of trigger logic. Additional components can include a constraint component for imposing constraint logic on items, and a decision component that supports enabling application customization logic at decision points.