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What if a business could know not just how many guests are on their WiFi, but how many of them are new vs. returning customers? Or what days and times experience more customers than normal, and equally important, what days are slow? What if they knew the ages, social media habits, and communication preferences of their most loyal customers? What if they could use their own guest WiFi to deliver targeted advertising through WiFi, and easily track the impressions, click-through rates, and conversions? WiFi analytics can easily be broken down into three categories: presence analytics, identity analytics, and marketing or advertising analytics. Presence analytics tracks behavioral trends like popular gathering spots, footfall patterns and dwell times. As an example, think about how the ability to monitor and analyze traffic patterns could create a better understanding of how guests utilize (or don’t utilize) space. In an expansive arena or outdoor festival, are there sections that are being underutilized, or spac