Sitecore supports a plethora of different personalization options ranging from simple rule based personalization, which has the ability to change content when simple if/then statements are met, to more complex scenarios around user behavior in the form of profiling.
The question I get asked most often is where do we start. The easy answer is to start simple. Most of the times personalizing content around campaigns being triggered by the visitor is a good way to start. A lot of visitors come into the website with a clear intent. A lot of time this intent is expressed by looking at the page they land on, or which advertisement they clicked on coming into the site. Another great way is by looking on which article they clicked on from a newsletter they received.
Read the extended version on blog.mirabeau.nl