20. The apparatus of claim 11 , wherein: the first model is a hand-tuned decision tree model; and the second model is a random forest model trained via supervised learning.
11. An apparatus for disambiguating personal names, the apparatus comprising: one or more processors; and logic comprising instructions that, when executed by the one or more processors, cause the apparatus to: receive a new personal name, wherein multiple people have the first personal name; categorize the new personal name as being: famous; or non-famous and: common; or uncommon; detect the new personal name in an electronic content item; if the new personal name is non-famous and common, execute a first model to identify, among the multiple people, one person referenced in the electronic content item; if the new personal name is non-famous and uncommon, execute a second model, different from the first model, to identify the one person; and transmit the electronic content item to a user that requested content items that reference the one person.