In SQL Server Reporting Services 2008 R2, the new feature is to publish the report data as atom feed and atom service document. This screencast explores how to generate an ATOM data feed from a SQL Server 2008 R2 Reporting Services report, and how to cosume that feed from Excel 2010.
Ø Generating Data Feeds from Reports - https://msdn.microsoft.com/en-us/library/ee210663(SQL.105).aspx
Ø Data Feeds Overview - https://msdn.microsoft.com/en-us/library/ee210699(SQL.105).aspx
Ø PowerPivot Website - http://www.powerpivot.com/
Ø PowerPivotPro Blog - http://powerpivotpro.com/