Personalization attributes are message characteristics (such as SKU number, pixel ratio, and greeting text) that are used by the content management system (CMS) to personalize the presentation of the message to the customer. You can add personalization attributes to channels and messages, and they cannot be used in criteria.
Use decision attributes in the decisioning process to determine the next best message for the customer. Customer demographic information and contextual data (such as a customer's current page title) are examples of decision attributes. You can link decision attributes to channels and they can be used in message-only criteria.