Import custom Atom feed in PowerPivot - excel-2010

Question

Question: I have created a sample xml document containing data conforming to the atom 1.0 schema. When I import the contents of this file (for testing purposes) in PowerPivot, it creates columns for each atom element in each entry, instead of creating a column per content element. Why is this?
Background: A customer wants to import data from a web service which provides a feed that uses a custom XML schema that is not supported by PowerPivot. The service provides the ability for the caller to supply an XSLT template that will be applied to the feed. I am hoping to be able to transform this feed into a valid atom feed thereby allowing the customer to import data into PowerPivot.
Sample atom xml:
<?xml version="1.0" encoding="UTF-8"?>
<feed xmlns:d="http://schemas.microsoft.com/ado/2007/08/dataservices"
xmlns="http://www.w3.org/2005/Atom"
xmlns:m="http://schemas.microsoft.com/ado/2007/08/dataservices/metadata">
<title type="text">My Data Feed</title>
<id>http://temp/feed</id>
<updated>2012-12-13T00:00:00Z</updated>
<entry>
<id>http://temp/feed/1</id>
<title type="text">Title</title>
<author>
<name>Author</name>
</author>
<updated>2012-12-13T00:00:00Z</updated>
<content type="application/xml">
<d:Name>John Smith</d:Name>
<d:Address>Address</d:Address>
<d:Zip>1234</d:Zip>
</content>
</entry>
</feed>
When imported into PowerPivot (selecting "From Data Feeds", clicking "Browse" and pointing out the xml file), it looks like this:
I was excpecting three columns: Name, Address and Zip. If I change "Include Atom Elements" from Auto to False in the connection configuration, no columns are imported.

Answer 1

It seems I was just missing the m:properties element. Final result - also includes examples of null attributes and data types:
<?xml version="1.0" encoding="UTF-8"?>
<feed xmlns:d="http://schemas.microsoft.com/ado/2007/08/dataservices"
xmlns="http://www.w3.org/2005/Atom"
xmlns:m="http://schemas.microsoft.com/ado/2007/08/dataservices/metadata">
<title type="text">My Data Feed</title>
<id>http://temp/feed</id>
<updated>2012-12-13T00:00:00Z</updated>
<entry>
<id>http://temp/feed/1</id>
<title type="text">Title</title>
<author>
<name>Author</name>
</author>
<updated>2012-12-13T00:00:00Z</updated>
<content type="application/xml">
<!-- attributes placed under the properties element -->
<m:properties>
<d:Name>John Smith</d:Name>
<d:Address>Address</d:Address>
<d:Zip m:type="Edm.Int32">1234</d:Zip>
<d:Comment m:null="true" />
</m:properties>
</content>
</entry>
</feed>