As part of the study, to analyze the effectiveness of the use of Internet marketing tools by educational institutions, a matrix-type methodology "Attractiveness - utility" (PP) was developed. Attractiveness is a marketing indicator that denotes any aspect or irritants that attract attention, including the visualization of a site or page, a catchy title, a user-friendly interface, high-quality audio and video information, ergonomic text, and a convenient viewing system. Usefulness is a technical indicator that indicates the relevance of a given resource, the importance, the need for its presence on this site or page. There are four quadrants in the matrix: perfect marketing, failed marketing, unjustified marketing, and insufficient marketing. The results of the analysis using the matrix can be used to develop a strategy for the development of Internet marketing of an educational institution.