1. An industrial automation device, 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 generates and collects data generated by an industrial automation event, activity, or process; a cloud interface component that communicatively couples the industrial automation device to a web-based cloud and receives a request from an application executing on the web-based cloud to append a specified item of contextual metadata to the data, wherein the contextual metadata identifies at least an identity of a site and a production area that yielded the data, an identity of a product being produced at a time the data was generated, a state of a machine at the time the data was generated, and an actionable tag; and a transformation component that transforms the data into refined data for storage, analysis, or processing by the web-based cloud according to a determined requirement of the web-based cloud, wherein the transformation component appends the contextual metadata specified by the request to the data, wherein the identity of the site and the production area indicates an origin of the data within a hierarchical organization model of an industrial enterprise that includes at least an enterprise level, a site level, and a production area level; and wherein 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.