What is Personalization ?

Personalization is the method for displaying targeted, relevant content to your contacts based on their characteristics and behavior, such as location, gender, or previous visits. With personalization, you can ensure that the right content reaches the right contacts, for example, by showing, hiding, or adjusting content.
Among other things, you can use personalization to:

• Show different content to contacts based on their geographic location.
• Hide a registration form from contacts who have previously filled out the form.
• Change the text in a website banner based on a contact's referring site.

To set up personalization, you use the Rule Set Editor to add rules and actions to a specific component in Sitecore. The Rule Set Editor uses these logic-based rules to determine whether a contact or a segment meets a condition and changes the content accordingly.