There're various signals we can look for - the opposite of this is also true (genuine opens which may not get tracked)
To reduce this, one way is to tie the opens with (click + visits pages) - what we get from there can go in different directions. E.g. if the count of opens reported decrease with a strengthened criteria, the false positives may have reduced. If we want to stick only to opened activity reported - we may want to see # of times someone has opened email activity in a certain duration, but has no other activity. I'd start with creating smart lists for these type of signals and see all who MQLed and then check with Sales if the people which the smart list give me look bogus. If Sales feedback suggests that these are bogus, we should consider suppressing such criteria s from being MQLed and use the same to adjust scoring methodology.
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