The success of a great relationship is listening to the other person and acknowledging their opinions without pushing your own agenda. This also applies to brands and their customers.
Analytic tools provide a general overview of what's trending and brand mentions. But to get to really know how your brand's fans purchase and think tune into them and what they're talking about to find out what's important to them. Follow them on social platforms where they post the most and listen to what they say and how they say it. Listening takes time but is well worth it and it's a great predictor of buying behavior.