As a flexible, customizable store-based medium, data-driven digital signage can bridge the gap between traditional media and online marketing. As a critical component of an Omni-Channel marketing strategy, digital signage is most effective when messaging is optimized. Using analytics to enhance digital content and selecting the best possible message will unleash the full potential of this versatile and cost-effective medium. Scala uses best-in-class adaptive learning algorithms that have been tested and commercially deployed successfully in many similar direct-marketing optimizations. The combination of these powerful algorithms and the versatile digital signage content management system creates an efficient, cost-effective solution previously not available in the digital signage domain.