20. The non-transitory computer-readable storage medium of claim 19 , wherein the data set associated with the population of individuals has a field corresponding to a ground truth value for a user identity and the one or more queries are performed on a data set that lacks ground truth data.
19. The non-transitory computer-readable storage medium of claim 14 , wherein the executable instructions include executable instructions that further cause the computer system to provide content based at least in part on at least the one confidence score.