# Implicit and Explicit Personalization

## Explicit Personalization

This is the "**easiest**" concept to grasp. For every explicit parameter Umbraco Engage is true or false. For example, the browser parameter is an example of an explicit parameter. Suppose the visitor is using a Chrome browser, or not. There cannot be much debate about this and the parameter returns "`true`" or "`false`".

Most parameters within Umbraco Engage are explicit and true or false.

## Implicit Personalization

The unique part of Umbraco Engage is that it also uses implicit personalization. Based on the behavior of a specific visitor Umbraco Engage can assume that a visitor is a specific persona or customer journey phase.

This article teaches you how to set up [the customer journey](/umbraco-engage/marketers-and-editors/personalization/implicit-and-explicit-personalization/setting-up-the-customer-journey.md) or [personas](/umbraco-engage/marketers-and-editors/personalization/implicit-and-explicit-personalization/setting-up-personas.md). As soon as you have set these up you can use the segment parameters for the customer journey and the personas.

In the [segment builder](/umbraco-engage/marketers-and-editors/personalization/creating-a-segment.md), you can use these implicit parameters the same way you would apply any other segment parameter.

![Using implicit parameters in the segment builder](/files/RnjckcL9vlBBrUP2sjPb)

By clicking personas you will see an overview of all the personas that you have set up within your installation.

In our case, we see the persona groups **Profiles** and **Companies** and the personas **Data & Privacy Officer**, **Developer**, **Marketer**, **Agency**, **Company** and **Umbraco HQ**. If we want to create a segment for all personas that are **Data & Privacy officer** add that persona as a parameter to the segment.

![Creating a segment for the 'Data & Privacy Officer' persona in Umbraco Engage.](/files/ZUU0eZxGXFjcnE6Y9ftT)

From now on you can use this segment to personalize the experience of your visitors.

You can mix and match implicit and explicit segment parameters. If you want to create a segment for the persona "**Marketer**" which is using the browser "**Firefox**" and **is logged in**, that is perfectly fine!

If you want to see how the algorithm works read the documentation or see it in action on your website with the [Umbraco Engage cockpit](/umbraco-engage/marketers-and-editors/personalization/cockpit-insights.md).


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