Various embodiments pertain to techniques that utilize data obtained from various sensors and sources of information on a mobile device to determine a profile to be applied to the mobile device. Data obtained from various sensors and sources of information on the mobile device can include real-time data from hardware sensors or receivers on the mobile device, local device data, and remote data available via a wireless connection. Applying the profile to the mobile device can include adjusting various parameters, such as ringtone tune, ringtone volume, call filtering, call forwarding, and message notification. In various embodiments, data is obtained and analyzed to determine a profile category for the user. In some embodiments, different types of data can be weighted differently, and data that is more personal can have a higher relative importance when compared to data that is less personal.