Developing a business model for an online educational organization based on marketing analytics

The article discusses the current issues of developing an effective business model of an organization specializing in providing online educational services. The research is conducted against the background of the rapid digitalization of education and the transformation of educational needs in society. The purpose of the research is to develop a comprehensive business model of an online educational organization that takes into account current market trends and the needs of all participants in the educational process. In the course of the research, the theoretical foundations of building business models in the field of online education are analyzed, the features of educational services in the digital environment are studied, and the classification of existing business models is presented. A detailed analysis of the current online educational services market has been conducted, including an assessment of the current state, identification of key players and development trends.