One of principles of a sustainable organization is to convert customers’
satisfaction to profitability. However, markets are not homogeneous and customers
vary in different dimensions: organizations need to identify market segments where
they are able to serve each segment effectively. The Metropolitan Electricity
Authority (MEA) wishes to improve its marketing practices. Data Mining is seen as
an intelligent tool that can help accumulate and process data for better business
outputs. This method is not only used to ensure the accuracy and efficiency in process,
but also time effectiveness.