Get data attribute value of targeted element.

Get data attribute value of targeted element.

I am using a Jquery extension which is used like this

$('.target_input_box').datetimepicker({
      //properties declared here
})

.target_input_box elements have a range of data attributes which need to be used in the datetimepicker properties

something like this

<input class="target_input_box" data_mindate="01/01/2000">
<input class="target_input_box" data_mindate="01/01/2010">

$('.target_input_box').datetimepicker({
      mindate : // data_mindate of current .target_input_box
})

How can i get this?

I have tried (this).data('mindate')
I have tried various variations of event.target.data()

Nothing seams to work.