You can associate a user question or phrase, or individual words with sentiment (good vs bad). Sentiment can be used to track how the user is feeling about the current conversation. The sentiment statistic is tracked by your bot daily and can be graphed from its Analytics page.
Topics can be used to add context to a response, or conversation.
Topics can be set on a response in the Training & Chat Logs page in your bot's , or by importing a response list, or AIML file.
You can add keywords to a response from the Training & Chat Logs page in your bot's Admin Console.
A keyword is an important word in the question for a specific response.