Research Account Thresholds for Keywords

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hehorning
hehorning Posts: 3 ✭✭✭
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Hello all,

What "Research Accounts" thresholds do you recommend deactivating or modifying keywords in 6sense? For example, our CSM at 6sense said we should deactivate any keywords with 0 or low "Research Accounts." Also, our CSM said that we should modify any keywords with a high amount of "Research Accounts". What thresholds should we set? What do you consider high or low?

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  • Jana_Marketing_Maven
    Jana_Marketing_Maven Posts: 81 ✭✭✭✭✭✭

    I actually just started a project on this, looking at both 0 research keywords as well as high-research keywords. For the high end I think it depends on 2 things: 1. How vague is the keyword? Could you be gathering false positives with the data? and 2. what is the upper limit of accounts you see?

    Look to see a clear break on upper limit and lower limit. For us, it's 20-10K give or take. I went through those keywords and determined the ones that were more vague in nature or could be easily misconstrued when other research was taking place (example: we had a keyword of "Maxwell" which is a branded term for a product, however, given it's also a given name we were getting a high volume of research that was likely incorrect.

    I'm doing this for 3 months to review all keywords we have in play (though after the first swipe through I have already disabled some keywords) to see where the holes may be.

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