I use a digital equaliser, a Behringer DEQ2496. I've had and used it some sixteen years and it's my best Hi-Fi purchase.
At first I just followed the manual and used its own measuring set up. That was OK but over the years I've learned better. Now, after careful positioning and copious amounts of room treatment, I just employ the Behringer to finish the EQ job based on REW measurements.
I measure in two parts. First, just the bass region, 0-500Hz. I use the Behringer to flatten this as much as possible using mostly it's Parametric EQ. After that I look above 500Hz. I don't try to flatten this area perfectly but use the Graphic EQ and broad adjustments, rather like tone controls. I adjust this region not only according to measurements but I would say more on the basis of what I can hear (I'm 69 and can no longer hear anything above 10kHz and the 6-8kHz region is also weaker).
Broadly though I aim for a flat frequency response. Others suggest having a sloping curve, say 6dB higher at the bass end. Of course not all recordings are alike but for me 'flat' works with what I play.
The result of all this is mainly a smooth bass and that allows the mids and highs to work their magic.
I should add that room treatment does something I don't think EQ/DSP can do so well and that is reduce decay times. I now think this is a very, if not the most, important improvement that can be made to the sound your hear.