For many marketers, metrics are like the weather: A generic thing to complain to one another about, and as safe a subject as when to order in lunch. That’s why the premise of Sexy Little Numbers: How to grow your business using the data you already have (Crown Business) is so appealing. It’s not that there’s any lack of data or metrics, argues author Dimitri Maex, head of Ogilvy s global analytics practice. Rather it’s that most marketers just aren’t doing enough with the deluge of data they already have. The book is an easy read, full of relevant examples of number crunching that gets results. Caesars, for instance, focused on analyzing keywords in customer comments about the hotel, which lead them to change the language they…