How do you make a choice between two companies, one with better returns and one with better margins?

All,

So for instance but not limited to, take Visa and mastercard.

Visa has had better margins than mastercard, meaning they do a better job managing their costs. On the other hand, mastercard has had better returns on asset / equity / investment. So mastercard is able to better returns with the same assets and equity.

From a long term perspective, if you had to choose just one company, which one would you choose? Also, from a financial or accounting perspective, how is it possible for a company with better margins than the other to have lower returns?