After you segment your audience by a common characteristic, such as language or location, you can target them with appropriate content.
Targeting is the first step toward site personalization. Find the content most relevant to specific visitor segments and display that relevant content to those segments. Targeting allows you to give visitors a more personalized experience, even without any personally identifiable information. If a user doesn't want to log in, or provide you with a name, you can still provide an experience that is designed to meet visitor needs.