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The article suggests a mechanism for increasing the effectiveness of online education in modern conditions to increase digital economy skills. The purpose of this study is to identify performance indicators of online education and offer recommendations for the development of online educational business. To achieve this goal, the article provides an overview of trends in online education. The role of modern tools for managing and implementing the online educational process is noted. The types of efficiency levers in business are considered. The limit of the effectiveness of levers in online education is determined. The algorithm for managing the effectiveness of online education is based on efficiency levers. Data on the effectiveness of levers of online education efficiency are provided. The possibilities of using various efficiency levers to increase the company's competitiveness in online education are discussed.

НАУЧНЫЙ РЕЗУЛЬТАТ. ТЕХНОЛОГИИ БИЗНЕСА И СЕРВИСА RESEARCH RESULT. BUSINESS AND SERVICE TECHNOLOGIES оперативно посчитать результативность, поделиться обратной связью по оплате и понимал, что его мнение также учитывается. Компания зарабатывает тогда, когда сотрудник зарабатывает, поскольку все действуют в рамках одной цепи и работают на общую цель. Ключевые слова: KPI; онлайн-среда; мотивация сотрудников; инструменты мотивации; онлайн-школы Для цитирования: Шарафутдинова Н. С., Палякин Р. Б., Шафигуллина А. В. Инструменты мотивации сотрудников онлайн-компании // Научный результат.

The article describes the concept of sustainable development and forms the criteria for sustainable development of the territory. The sustainability of the territory development should be considered from various angles, including industrial and agricultural development, the level of environmental friendliness, intersectoral and interdimensional interaction, creating the attractiveness of territories. The solution to the problems of territories attractiveness is to be found in the field of territorial marketing. The city as the pinnacle of territorial marketing requires a detailed analysis of the current state and the development of a strategy for further development. The scientific work describes an algorithm for the formation of marketing strategies for urban development. The research provides analysis of small towns development in the Republic of Tatarstan: Almetyevsk, Bolgar, Nizhnekamsk. Developing marketing strategies designed to enhance the attractiveness of small towns are identified as one of the backgrounds for creating comfortable conditions for residents and attracting tourists and professionals to improve the efficiency of the towns' resources. At the same time, it is of vital importance to analyze the internal components of the towns, pull factors for residents and tourists to form the most appropriate marketing strategy for urban development. Small towns, in contrast to megacities, have great creative and cultural potential, which allows them to find new points of attraction on their territory and strengthen the existing tourist and infrastructure facilities.