Personal data can be observed, inferred and/or derived.
Personal data is a piece of information or assessment of it that can be linked to you as an individual. It includes name, personal identity number, address, telephone number, E-mail, iris pattern, credit card information etc.
Sensitive personal data includes information on race or ethnicity, political, philosophical and religious beliefs, health conditions, sexuality, membership in associations or criminal matters.
Observed personal data about your behavior like “What and how do you shop?” – “What do you watch on TV?” – “Where are you going?” – “What are you searching for on the Internet?”