1<a data-id="123">link</a>
2
3
4var id = $(this).data("id"); // Will set id to 123
1$("ul[data-group='Companies'] li[data-company='Microsoft']") //Get all elements with data-company="Microsoft" below "Companies"
2
3$("ul[data-group='Companies'] li:not([data-company='Microsoft'])") //get all elements with data-company!="Microsoft" below "Companies"
4