Web Analytics Dashboard with Tableau

I recently had the chance to create a new Tableau dashboard for the knowledge content articles of a website. This was a great opportunity to:

A) work with big data (the web data set adds billions of records each month) B) create previously unmeasured KPI’s and identify new insights for my customers

Until this dashboard was launched, the business partners had no idea how many people were reading their articles

Since we did have access to SAS licenses, I started exploring the ODS HTML capabilities built into SAS to develop an interactive dashboard. As with anything related to SAS graphics, I first turned to Dr. Robert Allison’s website, which is one of the best SAS resources around.


I was able to quickly build an automated dashboard that executive management loved, especially the stoplight icons which replaced the standard Excel conditional formatting. In addition to the tooltip functionality illustrated below, the ODS HTML destination also supports href attribute, which means you can add drill-down capabilities to the dashboard as well. This allows you to create robust HTML content that can be hosted on a website or an internal server to deliver a high-quality dashboard.

SAS Code

You can also find the code for this dashboard in my GitHub repo.

Greg Shick
Analytics / Data Science / Statistics