How to put column data on html render time

[kvelaro]

I build jstree when rendering page, not after page is loaded with ajax or predefined data as on your examples

<ul>
    <li>Root node 1
      <ul>
        <li>Child node 1</li>
        <li><a href="#">Child node 2</a></li>
      </ul>
    </li>
  </ul>

So my question is: How to insert that data to html? Something like <li><a href="#" data-columnname="columnvalue">Child node 2</a></li> not working