Multicolinearity

A non-transitory computer-readable storage medium storing instructions that, when executed by at least one processor, cause the at least one processor to perform operations comprising:

• retrieving data from a data store, the data comprising marketing data associated with a plurality of advertising channels used in a plurality of geographic units;
• pre-processing the data to generate a pre-processed data set;
• hierarchically clustering the pre-processed data set;
• deriving a reduced multicollinearity data set comprising one or more clusters based on the hierarchically clustering by reducing a distance metric among geographic units of the plurality of geographic units that are disposed inside the one or more clusters;
• and
• analyzing the one or more clusters with a model to generate one or more visualizations used to increase an impression impact, increase a carryover, or a combination thereof, in at least one of the plurality of advertising channels.

A computing device, comprising:

• a memory that stores instructions;
• and
• one or more processors configured by the instructions to:
• retrieve data from a data store, the data comprising marketing data associated with a plurality of advertising channels used in a plurality of geographic units;
• pre-process the data to generate a pre-processed data set;
• hierarchically cluster the pre-processed data set;
• derive a reduced multicollinearity data set comprising one or more clusters based on the hierarchically clustering by reducing a distance metric among geographic units of the plurality of geographic units that are disposed inside the one or more clusters;
• and
• analyze the one or more clusters with a model to generate one or more visualizations used to increase an impression impact, increase a carryover, or a combination thereof, in at least one of the plurality of advertising channels.