From the article:

"Restaurants, coffee shops, retail stores and other public-facing businesses need customer data to sell more effectively, better manage inventory and provide customers with more effective marketing offers.

Free guest Wi-Fi allows businesses to easily capture a buffet of information, from how long customers stay in a store to buying preferences based on demographics or location. Through customer analytics from the wireless network, businesses can develop better in-store experiences, create targeted marketing campaigns and ultimately boost sales."

This article explains how providing and utilizing guest WiFi to boost analytics and create better customer experiences.