FOURSQUARE is using its recent popularity to increase revenues by partnering with businesses to provide “specials” to Foursquare users and “mayors.” While it may seem like a great deal to offer free snacks or drinks to users, what Foursquare is really offering to businesses (“venues”) is the chance to mine data and “be able to track how your venue is performing over time thanks to [Foursquare’s] robust set of venue analytics.”