Custom data attributes: http://dev.w3.org/html5/spec/Overview.html#embedding-custom-non-visible-data
When I say “work”, I mean, if I’ve got HTML like this:
In IE6, it may not work. For reference: MSDN
I suggest using jQuery to handle most of the cases:
var geoff = $("#geoff").data("data-geoff"); alert(geoff);
Try this in your coding.