Making customer specific site versions
UPD: bad approach, don’t use it 😶
Jekyll provides great tool to keep separate folders with customer specific data. You can select one of them withing a single line in a config:
exclude:
  - _cards/
  - _areas/
include:
  - .htaccess
  - client1 
note, that is mask, so it matches to all files and folders containing
client1,
/client1/,
/client11/,
/_cards/client1/,
client1.md
Masks act a bit weiredly: client* will match to client1/, but client*/ will not.
Unfortunately jekyll doesn’t process collections nested to folders like /client1/_cards, it would be the most elegant solution though.