Baseline marketplace parameters
The baseline marketplace record has exactly four fields. Internet reach, target-audience density, economic willingness, and the Gini coefficient are deliberately absent; they belong to Regional Parameters.
code
Meaning. A stable marketplace identifier written into every generated row.
Example. US identifies the United States scenario and CA identifies the Canada scenario.
Why it makes sense. A short standardized key makes grouping and joins reliable. Here the values are synthetic scenario labels, not evidence that Amazon delivered a campaign.
Confidence. High as a schema choice.
currency_code
Meaning. The International Organization for Standardization 4217 code for the currency written to the performance table.
Example. USD means United States dollars and CAD means Canadian dollars.
Why it makes sense. A monetary number without a currency is ambiguous.
Relationship. price_multiplier converts configured reference-currency prices and advertising costs into this currency.
Confidence. High.
traffic_multiplier
Meaning. Campaign traffic scale relative to a reference marketplace.
Example. 1.0 means equal expected traffic to the reference. If the reference produces 100 visitors, a marketplace at 1.0 starts from 100. A value of 0.34 starts from 34 before seasonality and noise.
Why it makes sense. Campaigns need different opportunity volumes across marketplaces. One explicit scale is easier to audit than changing every touchpoint's base impressions and every path's base users.
Relationship. Multiplies base_impressions and base_users. In regional scenarios it is also combined with internet reach and target-audience density.
Limitation. The baseline values are peer-compatible campaign assumptions, not population estimates or Amazon traffic forecasts.
Confidence. Low.
price_multiplier
Meaning. Local-currency units per one reference-currency unit.
Example. The baseline uses 1.28 for Canada, so a base price of 125 becomes:
Why it makes sense. It keeps all billing and product-price assumptions in one reference currency while allowing region-specific output currency.
Relationship. Applies to base_product_price, cost_per_click, and cost_per_thousand_impressions.
Limitation. The peer-compatible baseline value is an assumption. Regional scenarios use source-dated official annual exchange-rate data.
Confidence. Low for the baseline value; high for the arithmetic.