Water demand analysis is crucial for water utilities to make a financially sustainable plan in terms of water pricing and infrastructure investments. It includes customer segmentation, influencing factor analysis and demand forecasting. The proposed solution is based on advanced machine learning techniques. It considers both historical water consumption and influencing factors, e.g., water price, weather, household size, etc. for fully understanding customer behaviours. The outcome of the analysis can also be used for accurate marketing, efficient customer survey and customer behaviour monitoring.