Title: Time Series Analysis Author: Kriko Published: Aug 22, 2021 Last modified: Jul 11, 2026 --- 1. [Home](https://kriko.io/) / 2. [Glossary](https://kriko.io/glossary) / 3. T Letter # Time Series Analysis **Time series analysis** is an analytical method used to examine [data](https://kriko.io/services/data-analysis-insight) recorded over time. A time series consists of values related to a specific event, process or measurement arranged according to time intervals such as hours, days, months or years. This analysis helps evaluate how [data](https://kriko.io/services/data-analysis-insight) changes over time, including its trends, seasonal movements and unusual patterns. Its purpose is not only to review the past but also to generate more reliable forecasts and insights for the future. For a dataset to be considered a time series, the observations must be recorded with a time reference. Previous values do not always have to affect later values, although such relationships are common in many time series. Stock prices, exchange rates, temperature readings, monthly sales and website traffic are examples of time series data. These datasets are analysed in chronological order to understand how change occurs across different periods. Stock market [data](https://kriko.io/services/data-analysis-insight) is a common example of time series analysis. A stock's daily closing price, trading volume or index value can be arranged and analysed over time. The previous day's closing value may be related to the next day's price movement, but this relationship is not required for the [data](https://kriko.io/services/data-analysis-insight) to qualify as a time series. What matters is that the observations include time information and are evaluated in chronological order. Businesses can use time series analysis for sales, demand, inventory, call centre volume, website traffic and customer behaviour. For example, a company may analyse monthly sales across several years to identify growth trends and seasonal changes. A call centre can determine which hours receive the highest number of calls and adjust workforce planning accordingly. E-commerce websites can also track how traffic and [conversion rates](https://kriko.io/services/conversion-rate-optimization) change during campaign periods through time series data. Time series [data](https://kriko.io/services/data-analysis-insight) may include components such as trend, seasonality, cyclical movement and irregular fluctuations. Ice cream sales increasing during summer, outdoor events becoming more frequent in certain periods or tourism demand changing by season are examples of seasonality. Long-term increases or decreases in economic indicators may be evaluated as trends. Separating these components correctly can support more accurate forecasting. Time series analysis is not used only for forecasting. It also supports anomaly detection, capacity planning, risk monitoring, performance tracking and operational decision-making. The appropriate method should be selected according to the structure of the [data](https://kriko.io/services/data-analysis-insight), time interval, observed patterns and analysis objective. A well-applied **time series analysis** process helps organisations learn from historical [data](https://kriko.io/services/data-analysis-insight), detect changes earlier and make better-prepared decisions for the future. ## Discover it in the dictionary ### Data Architecture Data architecture is the structure that defines how an organisation collects, stores, manages, integrates and uses data. It brings data systems, technologies, rules, standards… ### Debrief A debrief is an evaluation and feedback meeting held after a brief to check whether the information has been understood correctly, clarify uncertain points… ### Technical SEO Technical SEO refers to the technical optimization work that helps a website be crawled, understood, indexed and experienced more effectively by search engines and… ### Pay Per Click (PPC) Pay Per Click, commonly abbreviated as PPC, is a digital advertising model in which advertisers pay when users click on their ads. In this… ### Dirty Data Dirty data refers to information that is inaccurate, incomplete, inconsistent, invalid, duplicated or outdated. Data is an important resource for strategic decision-making, but it… ### Urchin Tracking Module (UTM) UTM stands for Urchin Tracking Module and refers to parameters added to URLs in order to track which campaign, source or marketing channel brings… ### Retail Analytics Retail analytics is the process of collecting, analysing and interpreting data generated across retail operations. It helps retailers understand business performance and make informed… ### Crowdsourced Content Crowdsourced content refers to content, ideas, data, designs or solutions created with contributions from a wider community rather than a single internal team. This… ### Quality Score Quality Score is a diagnostic metric used in Google Ads search campaigns to help understand how well a keyword aligns with the ad, landing… ## Track the digital heartbeat with Kriko Subscribe to receive curated insights, news, and ideas shaping the digital landscape. By checking this box, you acknowledge and accept our [privacy policy](https://kriko.io/privacy-policy).