Personal data is information and assessments that can be linked directly or indirectly to an individual, i.e. the data subject.
Personal data includes name, gender, age, address, phone number (for personal or work use), credit card transactions, social security number etc. But we must also remember that, for example, IP addresses and encryption keys in many cases can be linked to individuals, and thus may be considered as personal data. Personal data also includes behavioral information such as where you shop, what you watch etc (often referred to as profiling).
Sensitive personal data is information on race or ethnicity, political, philosophical and religious beliefs, health conditions, sexuality, membership in unions, criminal matters. In addition, it includes genetic and biometric information when General Data Protection Regulation (GDPR) comes into effect on May 25, 2018.