Use the CData ODBC Driver for Twitter Ads in SAS for Real-Time Reporting and Analytics

SAS is a software suite developed for advanced analytics, multivariate analysis, business intelligence, data management, and predictive analytics. When you pair SAS with the CData ODBC Driver for Twitter Ads, you gain database-like access to live Twitter Ads data from SAS, expanding your reporting and analytics capabilities. This articles walks through creating a library for Twitter Ads in SAS and creating a simple report based on real-time Twitter Ads data.

The CData ODBC Driver offers unmatched performance for interacting with live Twitter Ads data in SAS due to optimized data processing built into the driver. When you issue complex SQL queries from SAS to Twitter Ads, the driver pushes supported SQL operations, like filters and aggregations, directly to Twitter Ads and utilizes the embedded SQL engine to process unsupported operations (often SQL functions and JOIN operations) client-side. With built-in dynamic metadata querying, you can easily visualize and analyze Twitter Ads data in SAS.

Connect to Twitter Ads as an ODBC Data Source

Information for connecting to Twitter Ads follows, along with different instructions for configuring a DSN in Windows and Linux environments (the ODBC Driver for Twitter Ads must be installed on the machine hosting the SAS System).

All tables require authentication. You must use OAuth to authenticate with Twitter. OAuth requires the authenticating user to interact with Twitter using the browser. For more information, refer to the OAuth section in the Help documentation.

When you configure the DSN, you may also want to set the Max Rows connection property. This will limit the number of rows returned, which is especially helpful for improving performance when designing reports and visualizations.

Windows

If you have not already, first specify connection properties in an ODBC DSN (data source name). This is the last step of the driver installation. You can use the Microsoft ODBC Data Source Administrator to create and configure ODBC DSNs.

Linux

If you are installing the CData ODBC Driver for Twitter Ads in a Linux environment, the driver installation predefines a system DSN. You can modify the DSN by editing the system data sources file (/etc/odbc.ini) and defining the required connection properties.

/etc/odbc.ini

For specific information on using these configuration files, please refer to the help documentation (installed and found online).

Create a Twitter Ads Library in SAS

Connect to Twitter Ads in SAS by adding a library based on the CData ODBC Driver for Twitter Ads.

1. Open SAS and expand Libraries in the Explorer pane.
2. In the Active Libraries window, right-click and select New.
3. Name your library (odbclib), select ODBC as the Engine, and click to Enable at startup (if you want the library to persist between sessions).
4. Set Data Source to the DSN you previously configured and click OK.

Create a View from a Twitter Ads Query

SAS natively supports querying data either using a low-code, point-and-click Query tool or programmatically with PROC SQL and a custom SQL query. When you create a View in SAS, the defining query is executed each time the view is queried. This means that you always query live Twitter Ads data for reports, charts, and analytics.

Using the Query Tool

1. In SAS, click Tools -> Query
2. Select the table sources and the table(s) you wish to pull data from. Then, click OK.
3. Select columns and right-click to add filtering, ordering, grouping, etc.
4. Create a local view to contain the query results by right-clicking the SQL Query Tool window, selecting Show Query, and clicking Create View. Name the View and click OK.

Using PROC SQL

1. In SAS, navigate to the Editor window.
2. Use PROC SQL to query the data and create a local view.
   NOTE: This procedure creates a view in the Work library. You can optionally specify a library in the create view statement.

   proc sql;
     create view adstats_view as
     select 
       entityid, 
       entity 
     from 
       odbclib.adstats 
     where 
       Entity = 'ORGANIC_TWEET';
   quit;
   

3. Click Run -> Submit to execute the query and create a local view.

Report On or Visualize Twitter Ads Data in SAS

With a local view created, you can report, visualize, or otherwise analyze Twitter Ads data using the powerful SAS features. Print a simple report using PROC PRINT and create a basic graph based on the data using PROC GCHART.

Print an HTML Report

1. In SAS, navigate to the Editor window.
2. Use PROC PRINT to print an HTML report for the Twitter Ads AdStats data.

   proc print data=adstats;
     title "Twitter Ads AdStats Data";
   run;
   

Print a Chart

1. In SAS, navigate to the Editor window.
2. Use PROC GCHART to create a chart for the AdStats data.

   proc gchart data=adstats;
     pie entityid / sumvar=entity
         value=arrow
         percent=arrow
         noheading
         percent=inside plabel=(height=12pt)
         slice=inside value=none
         name='AdStatsChart';
   run;