Segmentation via location in Web Personalization

Hello community!! 

In our project is really important to segmentate via location. As far as we know, if we use Web Personalization we can segmentate via firmographics location (not that person's IP location for instance, right)?

Would it be possible for us to make an IP location segmentation (not work location) in Web Personalization? We could segmentate our actual database but not internet users I understand.

Thank you!!