My Ph.D. describes the mechanics of profiling in the digital age and analyses profiling under Swiss and also reflecting European privacy and data protection law. Artificial intelligence and advanced data analytics provide new knowledge about people. The thesis examines the types and methods of profiling and the underlying technologies, such as algorithms, correlations of data, and the data lake concept. It further sets out the interplay with the data protection principles and lawful grounds. The concept of reasonable adequacy is introduced as a further development of the principle of proportionality. Twelve statements summarise the results as a tool for practitioners.
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