Techniques for grouping and labeling Internet of Things (IoT) devices are disclosed. A set of raw events associated with a first IoT device is identified. A context of the first IoT device is identified, and used to enrich at least some of the raw events. At least some of the raw events are aggregated. A context-based IoT device grouping model is generated based at least in part on the aggregated events and events associated with a second IoT device in operation. The model is applied to determine that a third IoT device belongs to a particular group. A deviation by the third IoT device from group behavior is detected and an alert is generated in response.