Google is expanding its geolocation services with the enhanced Google Places. Just like you can analyze keywords, referring sites and content on your site to know where your users come from, how do they found your site and what content they prefer, if you had a restaurant, with Google Places you could learn what are their tastes, from which areas of the city they come from and how they found your restaurant. If you had a music retail store you will know what are the bands they like more or if you have a food delivery service you will know what are the areas that you are serving more.
This service looks so much better than Foursquare. Business now have first hand information about the people visiting their places. Business in select cities can also request a free photo shoot of the interior of their business. Visit google.com/places for more information.