"Mobile CRM" – it's a fairly new term, but as a tool is growing increasingly crucial to marketers, developers and product managers. Your customers are going mobile, interacting with your brand on custom apps that help them get what they need, and sooner. And now, you need a way to:

Track their in-app behavior & usage
House their self-identified attributes, including location, gender, preferences, interests, and more
Create advanced user segments & audiences to draw insights on mobile usage according to their profiles (a combination of behavior and attributes)
Export, import, report on and share these mobile insights
Tie together mobile usage and outside-of-the-app interactions (i.e., how your customers interact with your brand across all of your channels)
Use your analytics to improve user acquisition strategies, such as which organic sources, ad partners, and campaign creatives are the most successful
Use your analytics to run relevant & targeted app messaging campaigns, including push and in-app notifications, and email marketing campaigns
Show changes in app behavior, feature usage, engagement & retention, plus lifetime value, overtime
Your mobile CRM of choice should act as home to all of the information you have collected about your app user, plus their interactions across other channels. But it's more than just an analytics hub – your mobile CRM should also enable you to run strategic engagement campaigns straight from within the tool. Essentially, it should act as both the analytics and the action.