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Yelp acquires Toronto-based Wi-Fi marketing company

Yelp Inc. acquired outstanding capital stock of Toronto-based Wi-Fi marketing company Turnstyle Analytics for about $20 million in cash, in a bid to strengthen its offering for local businesses.

Founded in 2012, Turnstyle is a location-based marketing and analytics platform that provides Wi-Fi as a digital marketing tool to retain and reward customers. It currently serves about 3,500 business locations worldwide.

Yelp plans to combine Turnstyle's data with Yelp's online and mobile search data to "deliver a comprehensive intent-based marketing resource to local businesses."