it would be easy if we set an ID to section
<section id="sectionUniqueID" data-example="add"></section>
Then manipulate with setAttribute
and getAttribute
.
// 'Getting' data-attributes using getAttribute
var section = document.getElementById('sectionUniqueID');
var example = section.getAttribute('data-example');
alert(example);
// 'Setting' data-attributes using setAttribute
section.setAttribute('data-example2', 'substract');
var example2 = section.getAttribute('data-example2');
alert(example2);
Reference: http://html5doctor.com/html5-custom-data-attributes/