I am trying to add a HTML 5 data attribute into the DOM. I have seen on the jQuery site the format for data attributes is:
$(\'.pane-field-related-pages ul\').da
In complement to diEcho response you have 2 data() methods in jQuery.
The first one is detailled in @diEcho response, you apply .data() to a jQuery selection, it's a getter with one arguiment and a setter with more than one argument.
The second method is jQuery.data(), applied directly to jQuery. It takes one more argument in first position, the DOM element (if you have a jQuery selection do a get(0) you get the DOM element).