Sokel ChoicePoints operates in two distinct phases:  the Setup phase wherein the emarketer sets up the "Campaign", and the "Reports" phase where the emarketer reviews the results of the campaign.

Setup Phase:

During this phase, the emarketer sets up the campaign.  Each campaign measures a combination of choices for each choicepoint (each choicepoint is defined as a placeholder on the web page within which the marketer want to vary content).  Thus, for example, if the emarketer wishes to measure the performance of an image and text, there are two choicepoints.  There could be two choices for the image (image1, image2) that the emarketer wishes to test; furthermore, the choices for text may be "New and improved", "Sleek and powerful", for example.   Thus, there are 2 x 2 = 4 different combination.  Each combination of values for each choicepoint is known as a recipe. 

During the setup, the emarketer will specify the following:

Once these are specified, ChoicePoints produces code snippets which the emarketer inserts into the HTML code in the appropriate locations.

That's it!

Reports Phase:

Once the campaign is setup, ChoicePoints starts running it for the appropriate duration. For each visitor to the website,  ChoicePoints presents different recipes.  It also measures whether the session for that visitor results in the objective(s) being met.  If the objective is met, ChoicePoints notes that fact for the recipe. 

It then presents tabulated reports showing for each recipe:

ChoicePoints also displays for each campaign the total number of impressions required to reach a statistically valid result, and how many impressions have been served thus far, together with an estimate of when the campaign will likely complete.

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