Surely the order flow is mostly going to look like noise, random. But things like local information and employee information would provide some signal - correlated trading patterns - that indicates there could be some information available to inform a trade. Allowing one to either trade on the meta-signal or seek the information behind it (and then trade).
So if you've got a company and the city in which it's headquartered just gets a strong buy signal, sure that could be random but I'd imagine ...
Surely having the meta-data on who is trading and linking that to trades is the primary benefit?