1. An industrial controller, comprising: a memory that stores executable components; a processor operatively coupled to the memory that executes the executable components, the executable components comprising: a component that executes an industrial control program, wherein execution of the industrial control program causes the industrial controller to process input signals from industrial input devices of an automation system and to control output signals directed to industrial output devices of the automation system; a component that generates and collects data generated by an industrial automation event, activity, or process implemented by the industrial input devices and the industrial output devices; a cloud interface component that communicatively couples the device to a web-based cloud; and a transformation component that transforms the data into refined data for processing by the web-based cloud according to a determined requirement of the web-based cloud, wherein the transformation component appends contextual metadata to the data, the contextual metadata comprising at least an identity of a site and a production area from which the data originates, an identity of a product being produced at a time the data was generated, a quality indicator for the product, and an actionable tag, wherein the transformation component determines the identity of the site and the production area based on a referencing of a hierarchical organizational model of an industrial enterprise that includes at least an enterprise level, a site level, and a production area level, and the cloud interface component sends the refined data to a cloud-based application running on the web-based cloud to notify a user in accordance with the actionable tag.