MaryRuth’s scales Pinterest investment 8x by leveraging omnichannel halo effects

Prescient AI works hand-in-hand with ad publishers like Pinterest to help brands discover and scale performance in awareness channels that traditional measurement tools consistently undervalue. When we began working with MaryRuth Organics, we identified a significant opportunity that had been hiding in plain sight.

MaryRuth Organics had reached an inflection point in their growth trajectory. Operating across both DTC and Amazon—with Amazon accounting for nearly two-thirds of total revenue—they faced a critical measurement challenge: understanding how upper-funnel marketing activity influenced their Amazon performance and overall business outcomes.

Traditional attribution methods told only part of the story. Platform-reported metrics, Google Analytics, and multi-touch attribution models all missed the critical spillover effects that drove performance across their omnichannel business. Without clarity on these halo effects, the company struggled to confidently allocate budget to awareness channels that might be driving substantial value beneath the surface.

Identifying the opportunity

Through Prescient’s marketing mix model, we uncovered something remarkable: Pinterest campaigns were generating massive halo effects that weren’t reflected in any of MaryRuth Organics’ existing measurement tools.

The platform data showed only direct Shopify performance. But Prescient’s analysis revealed the complete picture: Pinterest was driving 100% of its attributed revenue directly through the platform, but that represented only 33% of its total impact. The remaining 67% came from halo effects across multiple channels:

• 80% from Amazon Selling Partner halo effects
• 18% from paid search on Amazon 
• 1.5% from organic search on TikTok Shop
• 0.5% from Shopify halo effects
• Plus smaller contributions from direct traffic, organic search on Shopify and Amazon

Traditional measurement was capturing less than 60% of Pinterest’s actual value to the business.

Based on this insight, Prescient projected that there was a massive amount of scale opportunity in specific Pinterest campaigns. The data suggested MaryRuth Organics could significantly increase investment while maintaining efficient customer acquisition costs if they had the confidence to test aggressively.

Enabling the test

This is where strategic partnership became critical. Prescient connected MaryRuth Organics with Pinterest’s team to validate our projections through a structured scaling test. Pinterest provided ad credits and best practices from their accounts team, enabling MaryRuth Organics to test our forecast without excessive risk.

The collaboration brought together three essential elements:

• Prescient’s measurement framework that could track true incremental impact across all revenue sources
• Pinterest’s platform expertise and resources to execute the test effectively
• MaryRuth Organics’ willingness to trust the data and scale aggressively into an undervalued channel

With transparent insight into both direct and halo effects, the team gained the confidence to invest aggressively while maintaining discipline around CAC and incremental performance.

The results: 8x Growth at scale

Throughout November 2025, MaryRuth Organics dramatically scaled their Pinterest investment, and the results validated Prescient’s projections spectacularly.

8x Spend Increase: Monthly Pinterest spend increased by 800%.

Exceptional CAC Performance: Pinterest maintained a customer acquisition cost dramatically more efficient than the blended average across all paid channels. Even as spend scaled 8x, Pinterest’s CAC remained nearly 50% more efficient than the portfolio average.

Outperforming Major Channels: Pinterest’s CAC significantly outperformed other major awareness channels:

• Microsoft Ads: 92% lower
• Amazon Ads: 81% lower
• Meta Ads: 73% lower
• Google Ads: 63% lower
• TikTok Ads: 58% lower

Sustained Efficiency Metrics: Throughout the month, Pinterest’s CAC remained stable between, demonstrating that the channel maintained its efficiency even at dramatically higher investment levels. The spend trajectory showed consistent growth without degradation in performance.

Validated Halo Effects: The actual performance confirmed Prescient’s initial analysis. Pinterest continued to drive substantial spillover effects even at scale, with 67% of total attributed impact coming from halo effects, particularly the massive 80% contribution to Amazon Selling Partner revenue. This validated why traditional attribution had so dramatically undervalued the channel and why Prescient’s measurement was essential for making the right investment decision.

The numbers told a compelling story: MaryRuth Organics had discovered a channel that could absorb 8x more investment while maintaining a CAC that significantly outperformed their portfolio average and major competitors. Without Prescient’s ability to quantify the monthly halo effects and Pinterest’s partnership in enabling the test, this growth opportunity would have remained invisible.

The broader impact

The Pinterest success story exemplifies how strategic partnerships between measurement platforms, ad publishers, and brands can unlock growth that traditional attribution methods systematically miss.

For MaryRuth Organics, this validation has transformed their approach to channel expansion. With Prescient providing continuous visibility into total incremental impact—including the crucial halo effects on Amazon that represented 98% of Pinterest’s spillover value—they can now:

• Invest confidently in upper-funnel channels knowing their full influence on Amazon and DTC revenue
• Scale efficiently by understanding which campaigns maintain performance at higher spend levels versus which hit saturation points
• Partner strategically with platforms like Pinterest to test expansion opportunities with data-driven conviction
• Optimize holistically by seeing how different channels work together to drive outcomes across all revenue sources

This measurement foundation has enabled MaryRuth Organics to diversify their channel mix aggressively—expanding into Applovin, Tatari, Programmatic, and Retail Media—while maintaining the efficiency metrics their business requires. Each channel expansion is guided by the same rigorous analysis that validated Pinterest’s performance: clear visibility into direct impact, halo effects, and total incremental contribution.

As MaryRuth Organics continues scaling across new channels and platforms, Prescient’s daily model updates ensure they have real-time visibility into how these investments perform not just in isolation, but as part of an interconnected marketing ecosystem driving growth across DTC and Amazon. And strategic partnerships with publishers like Pinterest continue to provide the resources and expertise needed to execute these expansions successfully.