A popular online food ordering site was in the newspapers today where the owners noticed that some of the partner restaurants themselves were artificially raising sales orders on themselves thereby increasing their commissions. The fraud came to light when audits were done to see if the IP address of the restaurant (seller) was matching with the IP address of the take-away customer (buyer). Such shady dealings were immediately stopped and participating restaurants in the eye of the fraud were delisted.
When I noticed this control check in the papers I realized that IDEA Software could have identified this systemic fraud very effectively through Direct Extraction (criteria Seller IP = Buyer IP)
Just to showcase how analytics has entrenched every fibre of business even in the virtual world of e-commerce.