Sabrina,
I do not know too much about marketing, however maybe these definitions can help you. I have always heard tally used to refer to a total, "lets tally up the score"
Here are some dictionary definitions:
to match or agree with something else:
Our figures don't tally - you've made it twenty pounds more than me.
tally (COUNT)
a record or count of a number of items:
Will you
keep a tally
of the number of customers going in and out?
to calculate something
Hope it helps!
