If your html tag looks like this:
var this_data = $(this).attr('data-my-data');
I like to use these in click functions
<script> $(document).ready(function() { //12PM DOC READY $( ".mybutton" ).click(function() { var this_data = $(this).attr('data-my-data'); alert(this_data); }); }); //12PM DOC READY </script>
This will alert “some cool data”