Personalization and Analytics in Sitecore are interrelated. If we disable the analytics, all the personalization related stuff also gets hidden from the content tree.
If we disable analytics, we will not get the personalize button in the pop up.
If we enable analytics, we will get the option of adding rules using personalize button.
Enable the Analytics in Sitecore.Analytics.config in Includes/App_Config folder.
<setting name="Analytics.Enabled" value="true" />