My colleague SC came up with a neat little trick that enables a rabbit hole of functionality. Imagine that your customers want to drill through in Excel a second time (Use a fake French accent and shout it as if you were guarding a castle and throwing cows at a troop of Englishmen). You can embed a URL in a field retrieved from your SQL database and have Excel interpret that so users can click on that cell and go somewhere else.
The trick is to get Excel to recognize the field as a link. Embed the formula in your SQL '=hyperlink("Url","Label")' and construct the parameters as you like. Sweet.
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