Dynamically create hash from array of arrays

I want to dynamically create a Hash without overwriting keys from an array of arrays. Each array has a string that contains the nested key that should be created. However, I am running into the issue where I am overwriting keys and thus only the last key is there

data = {}

values = [
  ["income:concessions",  0, "noi", "722300",  "purpose", "refinancing"],
  ["fees:fee-one", "0" ,"income:gross-income", "900000", "expenses:admin", "7500"],
  ["fees:fee-two", "0", "address:zip", "10019", "expenses:other", "0"]
]

What it should look like:

{ 
  "income" => {
    "concessions" => 0,
    "gross-income" => "900000"
    },
    "expenses" => {
      "admin" => "7500",
      "other" => "0"
    } 
  "noi" => "722300", 
  "purpose" => "refinancing", 
  "fees" => {
    "fee-one" => 0,
    "fee-two" => 0
    },

  "address" => {
    "zip" => "10019"
  }
}

This is the code that I currently, have how can I avoid overwriting keys when I merge?

values.each do |row|
  Hash[*row].each do |key, value|
    keys = key.split(':')

    if !data.dig(*keys)
      hh = keys.reverse.inject(value) { |a, n| { n => a } }
      a = data.merge!(hh)
    end

  end
end