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Custom data attributes are intended to store custom data private to the page or application, for which there are no more appropriate attributes or elements. Embedding custom non-visible data with the data-* attributes

Links about data-

  1. A Complete Guide to Data Attributes | CSS-Tricks

    posted on by Chris Coyier

    Everything you ever wanted to know about data attributes in HTML, CSS, and JavaScript.

Code sample

<h3 data-author-id="bob">