You can use rules or algorithms to accomplish this type of personalization. With rules, you manually select a message, product, or content asset to display to anyone that meets predetermined criteria. For example, if you wanted to use a pop-up to encourage visitors to sign up for your loyalty program, you would set a rule to show the message only to visitors who aren’t already members.
Machine-learning algorithms can sift through all the information you have about a person to pick the most relevant experience for them. For example, if you wanted to feature a content asset or product they are most likely to engage with, an algorithm can make the most fitting decision in real time based on their interests and preferences.
When you use information about each person (either known or anonymous), you can ensure that every visitor interacts with a pop-up message relevant to them.