Time series forecasting is often considered the “dark art” of data science. Unlike standard regression problems where we assume observations are independent, time series data is riddled with autocorrelation, seasonality, and trends.

Whether you are predicting stock prices using R or forecasting sales for a retail giant, the algorithms may change (ARIMA, Prophet, LSTM), but the fundamental principles remain the same.

Here are the 10 Golden Rules every data scientist should follow when dealing with temporal data.

1. Visual Inspection is Non-Negotiable

Before you write a single line of modeling code, plot your data. Summary statistics can lie, but a plot rarely does. Look for:

• Trend: Is the data moving up or down?
• Seasonality: Is there a repeating pattern?
• Outliers: Are there spikes that shouldn’t be there?
• Gaps: Is there missing data?

2. Never Shuffle Your Data

In standard machine learning, we shuffle data to create train/test splits. In time series, this is a cardinal sin. Time is strictly linear. You cannot use data from next week to predict today. Always use a temporal split:

• Train: Jan 2020 – Dec 2023
• Test: Jan 2024 – Mar 2024

3. Establish a Baseline (The Naive Model)

How do you know if your complex LSTM model is actually “good”? You need a benchmark. Always compare your model against a Naive Method:

• Naive 1: Tomorrow’s value will be the same as today’s.
• Naive 2 (Seasonal): Next June’s sales will be the same as last June’s. If your complex model cannot beat these simple heuristics, it is not worth deploying.

4. Respect Stationarity

Most classical statistical models (like ARIMA) assume the statistical properties of the series (mean, variance) do not change over time.

• If your data has a trend, difference it.
• If the variance is growing (heteroscedasticity), apply a log transformation.

5. Domain Knowledge > Algorithms

An algorithm doesn’t know that a spike in sales was due to “Black Friday” or that a drop in traffic was due to a server outage.

• Feature Engineering: Incorporate holidays, weather data, or marketing events as external regressors.
• Context is often more powerful than hyperparameter tuning.

6. Watch Out for Leakage

Data leakage in time series is subtle. If you use future information to predict the past, your model will look amazing in training but fail in production.

• Example: Using the “average monthly temperature” of 2024 to predict daily sales in Jan 2024. You wouldn’t know the monthly average until the month is over!

7. Diagnostics Matter (Check Your Residuals)

A good model extracts all the “signal” and leaves behind only “noise”. Check the residuals (errors) of your model. They should look like White Noise:

• Mean of zero.
• Constant variance.
• No autocorrelation (Check the ACF plot of residuals). If there is a pattern in your errors, your model missed something.

8. Embrace Uncertainty

Point forecasts (e.g., “Sales will be 105 units”) are almost always wrong. Instead, provide Prediction Intervals (e.g., “Sales will be between 95 and 115 units with 95% confidence”). This is crucial for decision-makers to assess risk.

9. Choose the Right Metric

Don’t just rely on $R^2$. Choose a metric that fits your business case:

• RMSE: Penalizes large errors heavily (good for safety-critical forecasts).
• MAE: Easier to interpret (average error).
• MAPE: Good for percentages, but fails if actual values are zero.

10. Complexity $\neq$ Accuracy

There is a temptation to use the latest Transformer or Deep Learning model for every problem. However, for many real-world univariate time series, simple models like Exponential Smoothing (ETS) or ARIMA often outperform complex neural networks. Start simple, and only add complexity if the baseline fails.

Conclusion

Forecasting is as much about understanding the data generation process as it is about the math. By following these rules, you ensure that your models are not just fitting the noise, but actually capturing the signal.

Happy Forecasting!