Pass the variable 'data' from the python script to wix as a msbuild property.Python script looks like below
data='C:\Sandbox\build\Windows\release\my.exe'
arg1 = '/t:Rebuild'
arg2 = '/p:Configuration=Release'
arg3 = '/p:Platform=x86'
arg4 = '/p:ExePath=data'
p = subprocess.call([self.msbuild,projpath,arg1,arg2,arg3])
and the make changes in your wixproject like below.
<PropertyGroup>
<DefineConstants>
Sandbox=$(ExePath)
</DefineConstants>
</PropertyGroup>
and in your wxs file change the source path of your component as below
<Component Id='MainExecutable' Guid='*'>
<File Id='ExecutableFile' Name='my.exe' DiskId='1' Source='$(var.Sandbox)\my.exe' KeyPath='yes' Checksum='yes'/>
</Component>