Here’s a thread I started a while back. I’m a huge fan of REW and the ability to adjust my system’s frequency response with my dBx Venu360 LMS (DSP based loudspeaker management system).
One thing I learned is that there’s no substitute for acoustic room treatments in taming RT60 (reverb time to decay by 60dB over a specified frequency range). Also, it is simply impossible to optimize your system by ear. Measurements matter IMHO.