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The analytics engineer role is just a rebranding of the traditional "Business Intelligence" roles with shiny tools that some companies are advocating for.

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I guess I'm wondering if there is anything wrong with rebranding traditional "BI" roles with shiny tools?

I believe the concept of "empowering more participants" and "refocusing energy" is a net good thing if it enables the company to do more things.

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Good question.

Empowering more participants also means ackwnoledging that old roles still exist and that they are relevant (and have roughly stayed the same).

I'd rather have people make a bridge between BI and Analytics Engineering, welcoming old BI roles, than saying "hey look, shiny new role, Analytics Engineering". I've never seen AE advocates talk about BI except saying it's outdated or dead (see https://benn.substack.com/p/bi-is-dead).

Most people will think "oh, another group of people who think they are reinventing the wheel"

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