Passing data stored in an XML to onCellSelect

I am trying to pass data (a URL) stored in an XML file to the onCellSelect so that I can open up a new page with it. The web-site can be seen at http://ift.tt/1sDdNri.

Since I haven't been able to figure out a way to transfer this data directly (i.e I don't have access to rawObject as with cellattr functions, do I?), my approach has been to extract this data in my cellattr function and use it to define a data-* attribute (specifically data-rowSpecificURL, fwiw), and then extract that within cellSelect, but when I try to extract that data using either getRowData or getLocalRow or getCell, it shows me the attributes to the contained within the which is immediately below the tag.

Does anyone have any suggestions? If I knew how to, I could set the data-* attribute in the div tag instead of the td tag, but I don't know how to do that. Or if anyone has any suggestion on how to extract this attribute from the td tag. Or how to access the rawObject directly.

Thanks, Brad