User Experience experts can help with audience segmentation analysis, identifying key audience groups and defining an experience that best fits/targets them. Similar to personas, but a bit more generic and more automated; with some business logic that leverages the user's profile data and preference information along with their browsing habits to present them with the scenario that fits them.
From a technology and business intelligence perspective you could implement real time tracking and analysis of user behaviour, underpinning the automated tailoring of content presented as the user progresses through their experience. Sort of an extension of what I was talking about in an earlier post on the targeted channel experience.
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