Personalization for banners & page layout elements

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I want to target certain banners & page elements based on a segment on customers. While I'm seeing a lot of segmentation apps, I'm not sure how to actually use these customer segments to target users with the relevant content on my website. 


Eg: First time users (never bought) should see a banner image A1, while loyal active customers should see a banner image B2.


How do I do this??