IMPROVING OPERATIONAL PLANNING STRATEGIES IN MADRID WATER SUPPLY SYSTEM THROUGH DEMAND END USES ANALYSIS Francisco Cubillo, Juan Carlos Ibáñez Department of Applied Technologies Canal de Isabel II,  fcubillo Abstract Madrid water supply is carrying out a comprehensive study to improve its reliability through new methods based on the integration of Demand Management analysis and Operational Planning techniques. 4 years of work and 1.1 million euros have provided a new approach to main management criteria. Obtained results differ from those used before carrying out the study and suggest the application of this type of methodology which look for improve knowledge on demand patterns as the main way to provide the expected reliability and quality of service.